Building a Culture, Not Just a Magazine: Inside 4GOT10

4GOT10 is more than just a rap magazine, it’s a passion project built from scratch by Mike Weisman and his creative partner Billy Slater, driven by a genuine love for music and culture. Growing up in Chicago, Mike attended the high school where Chance the Rapper also went. Meaning he was surrounded by creative individuals who were all inspired off that once found success. Watching classmates record music in makeshift basement studios, making beats in the hallways, and just soaking up the local scene. Though he once thought he’d only ever be a fan of the music/creative side of things, the pandemic left him bored, and pushed him to pick up graphic design and start collaborating with likeminded people. A breakthrough moment came when a project featuring Young Thug got reposted by YSL Records, and another creation even reached Uzi through Nardwuar at Summer Smash. Those little sparks lit the fire that eventually would became 4GOT10, a magazine meant to capture the spirit of rap culture - not just the big names, but the independent artists, designers, and creatives grinding behind the scenes that may go overlooked.

What sets 4GOT10 apart is its approach: it’s not about clout-chasing or stacking covers with whoever’s hot that week. Mike's process is deeply personal, choosing to highlight people he genuinely vibes with, whether they’re artists, jewelers, or other creatives doing cool, original work. Every feature comes from a real connection. He’s not interested in transactional interviews or paid ads. For Mike, the most rewarding part is building the real connections and seeing a finished magazine packed with stories and art he believes in, knowing that it’s reaching people all over the world. “There’s some kid in Japan right now, with the mag on their desk, showing their friends, or just collecting dust” he says. That global reach of this physical media they have created, built from an independent project, is what keeps them motivated to keep pushing boundaries.

Interestingly, Mike doesn’t have a “favorite” issue of the mag, he always feels like the latest one is the best. He’s proud of how far things have come since the very first issue, which launched off the strength of just 80 Instagram followers and still sold around 100 copies. Looking back, he calls that first drop “impressive” even if he now thinks it wasn’t perfect, because of how it laid the groundwork for everything that followed. Over time, 4GOT10 has become a platform where Mike’s network and creative vision intersect, allowing him to amplify voices he genuinely believes in.

For anyone watching Mike from the outside, it’s clear how much he loves the process. Whether it’s sketching out new ideas to experimenting with the smallest creative details, he’s always working on something for 4GOT10, and sharing the process with those who follow. But behind the scenes, he admits it’s not always as smooth as it looks. “I go to bed with 25 things still on my to-do list,” he laughs. What keeps him motivated is focusing on the small, day-to-day tasks and side projects, the belief that even the tiny steps everyday, move him closer to the bigger goals. Focus on each day and what you can get done. But he mentions that he thrives on the freedom to create and experiment on his terms, which helps keep things fresh even when the workload is heavy.

Looking ahead, Mike envision's 4GOT10 growing into something even bigger, maybe even a full-scale machine within the industry that can give budgets to artists and continue pushing the culture forward in a meaningful way. At the same time, he’s grounded, knowing that a lot can change in five years, or nothing at all. Currently working on the creative team at Def Jam, he’s learning the ins and outs of the label world, hoping to apply that knowledge to his own future ventures. For now though, 4GOT10 is powered by just Mike and Billy, with a wide circle of friends, collaborators, and supporters helping bring each issue to life. That’s what makes it special - it’s not just a magazine, it’s a community, built on passion, trust, and a shared love for the culture.