theave

Upstart Hip-Hop Magazine Aims For Takeover

While The Source and XXL continue to battle for

Hip-Hop magazine supremacy as if they were Jay-Z and Nas, an upstart Brooklyn-based

publication is positioning itself to steal the show like 50 Cent.

In just over a year, The Ave Magazine has cultivated

an underground following with its mix of entertainment, news, and social commentary.

As a result, the first three issues of the quarterly have sold in the streets

as quickly as a G-Unit mixtape.

"What we’re doing hasn’t really been done

by another Hip-Hop magazine on a consistent basis," Editor-In-Chief Anslem

Samuel told AllHipHop.com. "We’re trying to fill in the gaps between the

magazines that are out there."

As a former editor at The Source and current

contributor to XXL, Samuel knows the competition all too well. The Ave Magazine,

however, isn’t patterned after any of his previous employers.

Samuel described the mag as resembling a Hip-Hop

Newsweek. Recent cover stories featuring Da Band ("Too Black for TV")

and Washington D.C. sniper Lee Malvo ("Juvenile Justice") corroborate

his claim.

"It wasn’t about who was on the cover, it’s

the reason why they’re on the cover," Samuel explained of Da Band, whose

selection was heavily debated by his staff. "We all love the show [Making

the Band II], but we weren’t sure if Da Band was The Ave. I know people were

like, ‘They went from Raekwon and Sheek (Premiere Issue) to Da Band? They selling

out, they commercial.’ We had those concerns, but we really just stand behind

the story and the issues we brought up. That’s what we try to do."

Currently, The Ave Magazine is independently

published and available mainly in Brooklyn and Lower Manhattan. They also have

a deal with Tower Records, according to Samuel, that places the periodical in

limited stores across the country.

Despite the deal, Samuel said he’s cautious to

avoid any potential conflict between advertisers and the editorial team, which

the editor felt The Source might have fallen victim to.

"I don’t want to bad mouth, or come off

like it’s a bad mouth statement," he said. "Not directed to The Source,

[but] just in general, you’ll see it with a lot of artists. You might start

off and they’re as real as can be. But as you get more popular and get more

money, things change and you gotta deal with certain rules, you know, you have

more ‘friendships in the industry.’

"I try to be a diplomat with a lot of things.

I understand relationships and all that. But I still want to stay true to the

journalism of what we’re trying to do. That’s the main thing; don’t let politics

run your business."

The current issue of The Ave Magazine, featuring

Mobb Deep and Lee Malvo on the cover, is available now.

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