Mr. Magic, born John Rivas, was the first host on commercial radio to devote a program exclusively to rap when his “Rap Attack” began broadcasting on WBLS-FM in New York in April 1983. Disco and funk were then fading, and rap was emerging as a rebellious new art form in the streets, housing projects and parks of New York City.

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But many radio stations and music executives were wary of the frank explosiveness of the new music. Mr. Magic played a role similar to that of Alan Freed in popularizing rock ’n’ roll in the 1950s.

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“Magic was the guy who carried a flag for the music on the radio, exactly as Freed had done for rock ’n’ roll,” said Bill Adler, a former director of publicity for Def Jam Recordings.

Mr. Magic looked the part of a rap impresario, wearing rings on every finger and gold rope chains. He favored a sharkskin suit.

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Mr. Magic’s big breakthrough came when WBLS-FM, a larger, mainstream New York station, decided to take a chance on rap, starting in April 1983. Soon Mr. Magic was engaged in spirited competition with a rap show on the station KISS-FM hosted by a D.J. who called himself Kool DJ Red Alert.

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Mr. Magic gathered a sort of hip-hop collective that included artists like Big Daddy Kane, Biz Markie, Roxanne and Kool G Rap, and was called the Juice Crew. (Mr. Magic was Sir Juice.)