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John "Mr. Magic" Rivas (March 15, 1956 – October 2, 2009) was a pioneering Puerto Rican hip-hop radio DJ. He 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, he moved to WBLS, where he hosted Rap Attack, the first dedicated hip-hop show on a major station, alongside DJ and co-producer Tyrone "Williams." This show helped legitimize hip-hop on mainstream radio and lasted six years, during which Magic played a key role in shaping hip-hop's media presence. In 1984, he released the single Magic's Message (There's A Better Way) and appeared in the 1986 documentary Big Fun In The Big Town. Magic was known for his rivalry with Kool DJ Red Alert of WRKS-FM, which was reflected 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.

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