Hype about Hip Hop

South Africa's first Hip Hop magazine has just launched for June/July 2004. Called Hype, the target market for this magazine is young aspirational, open-minded, passionate about their music and everything that goes with it. Published by Intelligence Publishers, it is targeted at young readers between 18 – 30 years, irrespective of race, who are increasingly subscribing to this 'alternative' form of youth culture.