in the era of the 3-minute rap song and the grandiose thematics of the hip-hop lifestyle, hip-hop journalism captured it all. As magazines transitioned to DVDs and a plethora of exclusive music and mixtapes erupted into the scene, hip-hop culture was documented and translated into a visual history through these outlets. Within the orbit of MTV, VH1, BET, Video Music Box, Vibe magazine, The Source, Hip Hop Weekly, and Word Up, hip-hop journalism encompassed everything the culture inspired—the fashion, the lyrics, the production, the personalities, even the gossip—but most of all, the music.
“Vibe,” “XXL” and others, became introspective hot sheets for hip-hop, rap, and R&B culture. Inside of every neighborhood music store, racked amongst the array of CD’s and tapes, the artist-themed format of hip-hop magazine covers were laced and ladened thru the musical selection. Nestled amongst the Readers Digest, Men’s Health, in the grocery stores, publications like Source Magazine and Hip Hop Weekly, lured shoppers away from their shopping for a quick flip through the pages. A good “Don-Diva” mag capped off every successful sneaker expedition, while plucking a Word Up from the shelf of your local convenience store, was a common ritual. Each publication had their own style, feel, and look, both visually and editorially and captured the gaze of patrons, who were probably searching for something totally different, only to happen upon the months latest editions. 
Before federal scrutiny handicapped the industry, underground mixtapes and mixtape series, were sought after, coveted and exclusive interim projects between major studio albums. A rap artist may drop a mixtape alongside a popular host or DJ, leveling up their relevance, exhibiting their talent and previewing songs yet to hit mainstream or radio circuits. Rap crews and collectives began to capitalize and gain notoriety from exclusive and early song releases assembled with freestyle raps on familiar “industry beats.” Catalogs of raw lyrical prowess, bravado, showmanship, and style followed these artists through the shifting trends and industry politics.
As rap careers elevated, broiling disputes and beefs were addressed through the mixtape circuit popularizing “rap beefs,” a trend that transcended from representing on wax, to standing on your word in the street. As the game changed, the mixtape became the focal point for artists to gain exposure and present their art and point of view.
50 Cent, Lil Wayne, Gucci Mane, Styles P; artists with “nuclear-level” impact and heavy mixtape contributions, broke ground for a subculture within modern rap and hip hop through versatility and accessibility.
The freestyle battle or “cypher,” wasn’t such a phenomenon; seen weekly on shows like BET’s 106 and Park, Rap City The Basement, and MTV2’s Fight Klub, even a HBO staged special called Blaze Battle. Yet, SMACK DVD introduced the freestyle battle in an organic “round-the-way format” that brought crowd reaction and interaction to the forefront. SMACK DVD’s cameras went to the neighborhoods, documenting the gritty urban atmosphere and highlighting both the new and the notable rap artists at their most uncompromising. 
