 The summer 2008 issue ofRap-Up—which featuredTeyana Taylor,Keri Hilson andSolange Knowles on the cover—was redesigned to cater for the aging demographic. | |
| Editor-in-Chief | Devin Lazerine |
|---|---|
| Categories | Music |
| Frequency | Quarterly |
| Publisher | Devin Lazerine |
| First issue | July 2001 |
| Country | United States |
| Language | English |
| Website | www |
| ISSN | 1943-4006 |
Rap-Up is amagazine launched in 2001 by founder Devin Lazerine. The publication was originally a website devoted tohip hop, until Lazerine decided to pitch the possibility of a magazine to several publishers. The magazine is focused on the hip hop andR&B aspect of themusic industry, and predominantly features interviews with artists, actors and other entertainers. Issued quarterly, the magazine's target audience was the 14 to 28 demographic, although the demographic has become older over time.
The magazine's first two issues were one time deals, although Lazerine and his brother Cameron received attention for their age and white background. The magazine restarted publication in 2005, when it managed to sell enough copies to ensure future releases. The magazine is sold in more than 20 countries, and a separate handbook has been released, chronicling the history of hip hop. The magazine has been nominated for two awards, and is often referenced by other magazines.[citation needed]
Rap-Up was founded by Devin Lazerine when he was 15 years old as an after-school hobby;[1] the magazine was an onlinecompendium of hip hop news, gossip and top-ten music lists.[2] After listening to the song "Insane in the Brain" byCypress Hill at the age of 10, he wanted to be in themusic industry but "wasn't able to sing or rap, so that wasn't an option".[1] Several days after launching the website, Devin decided to pitch the idea of a magazine to select publishers; the next day, a publisher from H&S Media expressed interest in the concept.[3] Devin worked with his brother Cameron to create the magazine, and decided it would be for a young audience,[4] in particular the 14 to 28 demographic.[2] The magazine's first issue was published by H&S Media in July 2001;[citation needed] however, the company went bankrupt shortly after publishing the first issue,[3] which sold 200,000 copies.[3]Rap-Up was resurrected in 2003 by Total Media Group as aninsert in the magazineUrban Teen Scene.[2][4] The insert attracted media attention—mainly because of the brothers' age and race—inUSA Today andThe Los Angeles Times.[2]
The brothers began working on a third issue in 2004, without the backing of apublishing company. The largest advertisers were ring tone providers, while others included theNavy, clothing labels, videogames,Sony,[4]Black Entertainment Television andReebok. The editorials were written by 10 journalism students,[2] and the photos were contributed by publicists. Art director Ian Lynam, who designed the magazine, sent everything online from Japan.[4] The issue was released in March 2005, and cost $35,000 to produce. It featured singerChingy on the cover,[2] and 80,000 copies were distributed around the world.[4] Beginning with the eleventh issue, which was published in summer 2008, Lynam redesigned the magazine's cover and contents. The main reason for the redesign was the change from a younger target audience to an older and more sophisticated one. Lynam felt the facelift "imbue[d] it with a more demure and cosmopolitan aesthetic."[5]
The magazine is notaudited, and is sold in more than 20 countries. In the U.S., the magazine is sold byWal-Mart,Barnes & Noble, andTower Records. Devin callsRap-Up "a magazine forGeneration Y by Generation Y".[2] He serves as a writer, publisher andeditor in chief, and oversees editorial content and advertising sales. Cameron works as publisher and assistant editor, and is in charge of printing, production, distribution and shipping of the magazine.[2] In 2008, the magazine released a handbook entitled,Rap-Up: The Ultimate Guide to Hip-Hop and R&B, which was published byGrand Central Publishing/Hachette Book Group. The book chronicles the history of hip hop, and features a foreword by rapperT.I.[6]
Bob Baker, the former publisher of H&S Media, praised Devin for having the "gumption to seek out publishers, to say 'I want to do this and how do I do it?' I focus more on his age than his race."[2] Lou Pitt, a manager and producer of film and television, found thatRap-Up stood out from magazinesVibe,The Source andXXL by showing the mainstream side of performers. Pitt said that the magazine is "not the street version [...] It has a very populist approach, in the way ofPeople magazine orEntertainment Weekly."[2] In 2003, Devin was included onFast Company's list of "Champions of Innovation whose achievements are changing companies and our culture".[3] In 2006, the magazine was nominated for "Best New Consumer Publication" at the 55th Annual Maggie Awards.[7] In 2007, the website Rap-Up.com received a nomination for "Best Hip-Hop Magazine Site" at theVh1 Hip Hop Honors.[8]