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If you are not aware, 4got10 is a print rap/hip hop culture magazine currently making waves on social media. Selling out its first issue almost instantly and now on season 2 volume 3, it has already garnered a dedicated following in its short lifespan of two years.
Although it is not an ultra viral sensation (yet), in just six issues so far, the 4got10 team has interviewed 100s of creatives and promoted dozens more with its innovative free reign approach to its design. With just one look at the most recent issue (photo below), the work, time and thought that has gone into this is already crystal clear:
Although the final product is clearly impressive as it is, the ethos behind the brand is what really makes it stand the test of time. Formed from a partnership of Brit Billy Slater and Chicagoan Mike Weisman, the international duo bonded over a shared love of rap as well as a shared passion to create something that is part of the music industry.
However, it is not just about being part of the music industry, 4got10 is about making a difference. Mike says that the purpose of 4got10 is to highlight all the creatives in the music industry, especially the ones that don’t have the spotlight just yet as well as the creatives, such as graffiti artists and producers that go under the radar for most people. Those ‘forgotten’ people are what make creative scenes click as “the big artists: the Drakes, the Lil Waynes, the Kanyes are great and essential for the environment of the music industry; but they are just as essential as those little people along the process”; and 4got10 magazine is all about putting those people on the same pedestal.
Everyone reading this will have at least some artists/bands that they would do absolutely anything to meet, and so does Mike (obviously Lil Wayne being one of them as a Chicagoan), but what really strikes you with 4got10 is how little they care about the big names. In a world full of the print goliaths like GQ, Fader and XXL, 4got10 is the little guy that sticks up for the little guy.
In today’s social media age, it’s very easy to have one and done viral stunts that have little to no substance to them when the air clears. Even though 4got10 have garnered a sizable following (especially in the run up to their first issue) and have even had their logo up in Times Square, it is still all about the culture even two years in.
‘I want people to not only fuck with the product, but also fuck with the mind behind the product”
Besides his other commitments, such as now working for Universal Music, when it comes down to it, Mike is a standard fresh out of college kid. Although it is clear from 4got10 that he has a creative drive rarely seen out there and 4got10 is becoming more popular day by day, overall it’s simply refreshing to see passionate people come out, create and win at life - and what better marker of success than having your brand up in Times Square?
So will you buy a 4got10 magazine? If you liked what you heard then season 2 issue 3 is out now and available here.
All rights reserved to all images to 4got10
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