It’s no secret that online video ads outperform display ads three times over. So it’s also no surprise that both venerable and upstart digital print brands are increasingly turning to video as a vehicle to increase advertising revenue.

Enter, one of the world’s most popular hip hop websites. Last spring, they teamed up with UK based JumpOff.TV to launch their first web series. The Next 48 Hours profiles icons from the hip hop world in the hours before and after major milestones in their lives. The 21-episode first season wrapped in December and profiled such hip hop notables as Jadakiss, Redman & Method Man, Fabolous, Raekwon, Ghostface Killah, Rick Ross, and Wale. Each profile spans a three episode arc, with each episode timing in at over 10 minutes.

The second season, which launched June 2, is kicking-off its first three episodes with rapper Nas and reggae dynasty heir, Damian Marley, as the pair launch their new album ‘Distant Relatives.’

The docudrama, which is executive produced by Steve Julien and Harold Anthony, is produced by AllHipHop production shingle Tantrum. Julien is also in development on a new online reality show to be distributed by AllHipHop’s parent company, VIBE Lifestyle Network.

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