John Mr. Magic Rivas (March 15, 1956 – October 2, 2009) was a pioneering Puerto Rican hip-hop radio DJ.
Mr. Magic began his career in 1979 on New York City's WHBI with Disco Showcase, unknowingly launching the first-ever rap radio show. His influence grew, and in the early 1980s, Inner City Broadcasting’s program director Frankie Crocker brought him to WBLS, where Rap Attack became the first dedicated hip-hop show on a major station. The show, featuring DJ Marley Marl and co-producer Tyrone Fly Ty Williams, helped legitimize hip-hop on mainstream radio. Magic's career on WBLS lasted six years, during which he played a key role in shaping hip-hop's presence in the media. In 1984, he released the single Magic's Message (There's A Better Way), produced by Spyder D. He also appeared in the 1986 documentary Big Fun In The Big Town. During the mid-80s, Magic had a well-known rivalry with Kool DJ Red Alert of WRKS-FM, a conflict mirrored in The Bridge Wars between the Juice Crew—named after Magic’s alias Sir Juice—and Boogie Down Productions. In 2002, he made a pop culture comeback as a DJ character in Grand Theft Auto: Vice City.
Mr. Magic passed away from a heart attack on October 2, 2009, at the age of 53.