:: Down Magazine's purpose is clearly defined in its subtitle: "Dedicated to Southern Hip-Hop Music & Culture." In other words, Down will cover the entire Hip-Hop scene Down South. The magazine will focus on covering Hip-Hop artists breaking out of the South, from mainstream to unsigned and every level in between, more thoroughly than any existing media outlet to date. Why the South? Because for too long the most dominant style of Hip-Hop music continues to be slighted when it comes to coverage from "mainstream" publications which are largely staffed by New York based writers who simply can not relate. Instead of covering the artists from the South as if they are a passing fad (ironically, the same way mainstream America treated Hip-Hop in its first 10 years), Down will take the music and fans serious and cover it thoroughly. In addition to giving the reader more coverage of the major acts, Down will work harder to give them expanded coverage of the next wave of talent which already exists but continues to be ignored. And because the music isn't the only unique aspect of the Southern Hip-Hop scene, all aspects of the culture will be explored - you can't find cars, clothes and women anywhere else in the country like you'll find Down South! But now you can find it all in Down.