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The site's reputation had already been growing because of its daily "Alerts"a hip-hop news brief sent to 450,000 subscribers. In the case of the James interview, Allhiphop captured the tragic. But more often the website offers the blanket absurdities of rapdom. In an an infamous Alert from September 2002, Beanie Sigel bragged about putting holsters in his new clothing line. "You know how you put your gun in your waistline and you gotta worry about it slipping?" Sigel told the website. "With these clothes, you don't have to worry about that. It's already in there."
Allhiphop.com is one of the few survivors from a rash of hip-hop sites that came online as the Internet bubble expanded. "I ain't gonna lieI really wanted to be a part of it," Creekmur says. "At the time we were so broke, and you had big companies that weren't leaving much advertising for us and we didn't really have the traffic. At the end of the day what won people over was our consistency."
That and keeping their overhead low. While most boom-era hip-hop sites (hookt.com, 360hiphop.com, etc.) lived and died by their enormous budgets, Allhiphop kept watch over the purse strings. By 2002, it was turning a profit.
Creekmur and Watkins will overhaul Allhiphop this year. The site will be cleaner, but will still offer a mix of promotion and news of the lurid. "If you have an artist that you need to promote, this is a good service," says Watkins. "However, if you fuck up and get arrested with weed on you, sorry, we gotta cover it."