Given its target age range, the brand occasionally covers "mature" themes in entertainment, such as rankings of the "Most NSFW Hip-Hop Videos" or investigative pieces on rappers in the prison system. Target Audience Profile

Exploring luxury goods, "street style" trends, and the business of hip-hop wealth.

Under Townsquare Media , the brand evolved into a multi-platform entity. This includes the XXL App and its heavy website presence, which provides daily news, exclusive interviews, and video content like the famous "XXL Freshman Class" series.