I know there’s been an ongoing debate about whether Hip Hop is Dead. Hell, we even feature a”When Hip Hop Wasn’t Dead” segment right here on HN. Well I’m beginning to edit myself when I subscribe to this theory. The music that we used to love has unfortunately passed on…but we didn’t kill it, like all living things it got old and passed on and something new but unrecognizable replaced it.

But the culture? Its alive and evolving. Of course there’s a lot of bullsh*t out there…but every now and then you come upon a true gem. Meet Channel Three/21. A multi-media crew that does their business on YouTube. They’ve teamed up with the likes of HOT97 FM’s Miss Info (New York) to provide some really dope and unique content. The self proclaimed “fastest and most independent video production company on the web” may need to slow down on their assertions and instead focus on reworking their vision and locking down their positioning but I believe their model will provide the framework for how Generation Hip Hop 2.0 will begin supplement TV viewing in years to come.

Their central hub is located on YouTube and is a place where users can find underground music videos, documentaries, shorts and narratives. They also have a traditional website however it is their YouTube site that is their most valuable real estate. Although they are a pioneer, they’re increased exposure may work to their detriment as larger organizations clone their model and do what they do only 10x better. But while they’re still hot and relevant check them out. Here’s their latest promo featuring Joel Ortiz and others.