Much hype about Hype

"It's long overdue," says Samuels. "We're getting feedback from overseas and the guys there can't believe that a magazine like Hype doesn't exist yet. They're falling over themselves to get interviewed."

The magazine aims to sustain a balance and give local hip hop the attention it deserves, while keeping readers informed about what's happening on the world stage and encouraging and exposing homegrown talent.

From fashion to politics, leisure to art, clubbing to shopping, Hype will cover all aspects of hip hop culture. The magazine will be an issues based, music driven publication. Hype is not a 'who's top of the charts' magazine. Hype, hitting the shelves every second month, focuses directly at its market because it portrays a lifestyle that the reader has already bought into.

While their payoff line claims to be "the only Hip Hop magazine" in SA, there are some underground titles flourishing due to the increasing popularity of this musical culture amongst the youth, according to Bizcommunity.com readers who are passionate hip hop fans.