Magic media.

Magic Johnson, the former NBA star and urban entrepreneur, is entering the wireless content fray with Magic New Media.

Johnson announced at the Association of National Advertisers' Multicultural Marketing Conference last week that the new venture will launch in early 2007 and will include mobile and Internet content.

Heading the new business is John Huffman, who is currently behind L.A.-based hip-hop mobile content provider Real Hip-Hop.

"I get to do what I have always loved. Now I have more assets and resources to push that," Huffman said.

He and Johnson will focus on "urban" or minority communities through the new media outlet, including the African-American, Latino and Asian populations, and next year will launch different Web and mobile lifestyle "communities," like hip-hop, Latino and faith-based properties.

Huffman said he's planning to team with evangelist T.D. Jakes to launch the faith-based content and is seeking other celebrities to help draw users.

The business plan calls for Huffman to roll out three segments of content under each community--entertainment, information services, and lifestyle content.

More than offering ring tones, wallpaper and the like, Huffman said the venture will focus on social networking and lifestyle content--including invitations to clubs and events, discounts on food, drinks and retail item.

Huffman had an extensive background in music and choreography before he got involved with Real Hip Hop two years ago. He met Johnson a decade ago when he pitched a hip-hop search engine to Johnson and actor Keenan Ivory Wayans.

"At the time they looked at me like I was a total nut, just some excited kid pitching this crazy search engine I had built," Huffman said. "Over the next 10 years I just kept in touch with people working with him and stayed in the loop."

Staff reporter Dan Cox can be reached at [e-mail] or at [phone], ext. 230. Staff reporter Anne Riley-Katz contributed to this column.