The combination of Hiphop’s international outreach and Africa’s cultural and economic progress is resulting in the evolution of this multi-billion dollar industry. Already, the creators of this new aesthetic movement are a potent influence on the culture via sports, music, fashion, film, politics, comedy and the visual arts. The popularity of figures like Kanye West, Tiny Tempah, The Obamas, Joan Smalls, Wizkid, David Adjaye, Rihanna, Idris Elba, Lupita N’yongo and M.I.A foreshadow the dominant position Global African culture will take in the coming years.

Like Hiphop fans thirty years ago, this audience of global 18-35 year olds craves a media brand that embrace the market in its entirety, compliments its power and give it voice. The Source Magazine was able to provide that in the early 90s.  The creators and audience for Global African Cool are in places like Lagos, London, Kingston, Paris, Brooklyn and Johannesburg. Their digital footprints, like their consumption habits, are outsized and mobile-first. The smart device revolution provides a unique opportunity to bring the divided markets for Hiphop-influenced global culture together.


From a cultural expert who has built lasting brands like XXL, The Source and Slam that have sold for tens of millions. 

XR is the next step. XR is authentic, expressive, intelligent and irreverent. 

XR is a brand representing the new global tastemaker. XR actively supports green innovation, education technology and live interaction.