Hip hop will be featured in the magazine. The genre originated in the South Bronx in the 1970s and was pioneered by artists like Kool Herc. It has since become mainstream worldwide. Artists mentioned who helped grow the genre include 2Pac, Biggie, Nas, Dr. Dre, and Eminem. Imagery associated with hip hop includes American streetwear like caps, chains, baggy clothes, as well as symbols of success since many artists came from poverty. A new style focuses more on money and commercial popularity as represented by Lil Wayne, Drake, and J. Cole.