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XXL

Magazine case study

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Page 1: Magazine case study

XXL

Page 2: Magazine case study

What is XXL? XXL is a hip hop magazine, published by Harris

Publications, founded in 1997. The magazine's past editors include:

Reginald C. Dennis (formerly of The Source), Sheena Lester (former editor-in-chief of Rap Pages

and Vibe music editor), Elliott Wilson (formerly of ego trip and The Source,

currently locked in at #7 slot on The Source's Digital 30 list.)

Datwon Thomas (former Editor-In-Chief of King). In May 2009 Datwon Thomas resigned from XXL and

executive editor Vanessa Satten, who had been with XXL since 1998, was named the new Editor-in-Chief.

Page 3: Magazine case study

Brief History In August 1997, XXL

released its first issue. It featured rappers Jay-Z and Master P on a double cover. In December 2006, XXL took over the struggling hip hop producer and DJ magazine Scratch this was also owned by Harris Publications, re-branding it as XXL Presents Scratch Magazine. However Scratch shut down less than a year later in September 2007.

Other titles with limited runs have been launched under the XXL brand, including Hip-Hop Soul, Eye Candy and Shade45. XXL has released many other special projects including tour programs, mixtapes and exclusive DVDs. XXL also maintains a popular website, which provides daily hip hop news, original content and content from the magazine.

Page 4: Magazine case study

Information Editor-in-Chief Vanessa Satten Categories Music Magazine Frequency 6 Per Year Publisher Harris Publications First issue 1997 Country United States Based in New York City Language English Website www.xxlmag.com

Page 5: Magazine case study

Top 10 Freshmen XXL also releases an annual Top 10 Freshmen list. The issue features the ten

picks of whom to watch out for, and on the cover of the magazine and showcases new rappers that aren't well known, but are considered to be on the rise. The list has become known to create buzz and is credited for giving many artists their first taste of fame.

Year Freshmen

2008Lupe Fiasco, Lil Boosie, Joell Ortiz, Plies, Saigon, Rich Boy, Gorilla Zoe, Young Dro, Papoose and Crooked I

2009B.o.B, Kid Cudi, Curren$y, Wale, Ace Hood, Asher Roth, Mickey Factz, Cory Gunz, Blu and Charles Hamilton

2010J. Cole, Jay Rock, Wiz Khalifa, Big Sean, Nipsey Hussle, Pill, OJ da Juicema,  Fashawn Freddie Gibbs and Donnis

2011

Kendrick Lamar, Big K.R.I.T., Mac Miller, Lil B, Yelawolf, Lil Twist, Meek Mill, Cyhi The Prynce, YG, Diggy Simmon and Fred Tha Godson.

2012

Danny Brown, Hopsin, Machine Gun Kelly, Macklemore, French Montana, Future, Kid Ink, Don Trip, Iggy Azalea and Roscoe Dash.

2013

Ab-Soul, Schoolboy Q, Joey Bada$$, Action Bronson, Dizzy Wright, Angel Haze, Trinidad James, Logic, Kirko Bangz, Travi$ Scott,