Okayplayer.com, launched in 1999 by Ahmir “?uestlove” Thompson of The Roots, has become the premier online destination for the connoisseur of progressive metropolitan music and lifestyles. Offering a worldwide forum for communication with other music enthusiasts and like-minded individuals, the company maintains its significance as an interactive media source for the music fan who does not identify with prevalent cultural norms. Due to Okayplayer’s standards and business practices, it has emerged as a central force behind the online presence of independent, Afro-centric entertainment.