John "Mr. Magic" Rivas (March 15, 1956 – October 2, 2009) was a prominent Puerto Rican hip-hop radio DJ who made significant contributions to the genre.
Mr. Magic made his debut in 1979 on WHBI in New York City with the "Disco Showcase" on a pay-for-time FM station. Little did he know that he was starting the very first rap radio show. Frankie Crocker, the program manager for Inner City Broadcasting, recognized his talent and brought him to the commercial powerhouse WBLS, where he hosted the first exclusive rap radio show on a major station, known as "Rap Attack." Marley Marl served as the DJ, and Tyrone "Fly Ty" Williams was the show's co-producer. Magic transitioned full-time to WBLS in July 1982. His six-year reign on the New York City airwaves played a crucial role in expanding the reach and legitimacy of hip-hop music.
In 1984, Mr. Magic recorded a 12" single as an artist titled "Magic's Message (There's A Better Way)," produced by Spyder D for Posse Records. He was also featured in the 1986 cult documentary "Big Fun In The Big Town."
During the mid-80s, a rivalry emerged between Mr. Magic and Kool DJ Red Alert, who hosted a weekly show on WRKS-FM. This feud extended to proxy rap groups, namely the Juice Crew and Boogie Down Productions, in what became known as The Bridge Wars. The Juice Crew, led by Magic's on-air assistant DJ Marley Marl, was named after one of Magic's aliases, "Sir Juice."
In 2002, Mr. Magic lent his voice to Grand Theft Auto: Vice City, portraying himself as a DJ on one of the in-game radio stations.
John "Mr. Magic" Rivas passed away on October 2, 2009, at the age of 53, succumbing to a heart attack. His legacy endures as a pioneer in hip-hop radio, instrumental in shaping the genre's early years.
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