“We want to be telling the best and most authentic stories.”
“We’re trying to be the premier voice for urban culture,” he says. According to Mass Appeal CEO Peter Bittenbender, they’ve hooked their audience by staying true to hip hop’s roots. With nearly 2 million total views on YouTube, Rhythm Roulette has built a powerful cult following online. The series presents renowned music producers and DJs with a novel challenge: Select 3 random records while blindfolded in a record shop, and then create beats from them. Their video series Rhythm Roulette was named an Honoree in the 21st Annual Webbys-a distinction awarded to only the top 17% of the 13,000 entries received last year. From music to fashion and more, hip hop culture is a force to be reckoned with, and Mass Appeal, the graffiti-mag-turned-digital-media-company, has grown into an outlet for hip hop at large.
