Give It To You: MYHHTV.COM

ONLINE TV NETWORK OFFERS NONSTOP HIP-HOP

When it comes to hip-hop, conventional television varies in its level of coverage. But now, hip-hop junkies worldwide can get their fix 24-7 on the new Web site myhhtv.com, the first-ever Internet hip-hop television network. Launched this past February, myhhtv.com, or Hip-Hop TV, is the brainchild of 26-year-old entrepreneur Ganiu "Scrills" Ladejobi. Fed up with the lack of diverse hip-hop programming on mainstream television, the Bronx ex-rapper looked to create a Web site that would service solely hip-hop fans. "BET and MTV are not really hip-hop networks, so they're not built to cater to our culture exclusively," says Scrills.

Last year, as a senior at Queens College, Scrills self-funded the project and gathered a small team of Web-savvy friends who now help operate HHTV. The site's content includes music videos, in-depth forums, contests and hip-hop shows, like Props 2 Da DJ and the MC battle Face Off. Similar to traditional televison, programs are repeated, and each show features short commercial breaks. By diversifying the content, Scrills hopes to expose viewers to all dimensions of hip-hop. "The purpose is not to get people to switch streams," he says. "My goal is to really just reignite the excitement of hip-hop." One viewer at a time.


XXL May 2007 no. 91