MTV today announced a new initiative to expand and unify its hip-hop music and lifestyle content across its multiple platforms under the MTV Jams brand. MTV Jams, which was formerly a 24-hour digital channel, will now be extended to all MTV properties, including MTV, MTV2 and MTV.com.

Beginning Oct. 23, the new digital hub for all MTV’s hip-hop content will launch at Jams.MTV.com and will include hip-hop news, interviews, blog posts, digital video premieres and playlists, as well commentary and packages from the cast of “The Week in Jams.” MTVJams.com will be deeply integrated with MTV’s recently announced artist platform, Artists.MTV.

“MTV has been a pioneer and leader in expanding hip-hop culture from a regional movement in the early 80s to a cultural powerhouse that now extends across all ages, races and regions, and has truly crossed over into a lifestyle more than just a genre of music,” said Amy Doyle, EVP of MTV’s music & talent programming strategy, in a statement. “We’re once again looking to innovate in the space to make hip-hop artists and culture more accessible to its large psychographic fan base than ever before.”

Props to Billboard [AlLindstrom]