Russell Simmons Presents B.A.D Magazine (AKA: Black Mad Magazine) was an attempt by Time/Warner to develop an “urban” oriented spin off from its Mad Magazine brand. The project began when Rap mogul Russell Simmons pitched the idea to Mad Publisher Jenette Kahn after the two met on a plane in 1998. Danny Simmons (brother of Russell and producer of HBO’s Def Jam Poetry) was brought in to oversee the project, and recruited writer/editor Horatio Weisfeld and art director Floyd Hughes to get things moving.