Whoa is a brand that has been a leading platform for Swedish hip-hop since 2000. It serves as a forum for discussions about Swedish hip-hop, graffiti, soul, RnB, breakdance, DJing, reggae, dancehall, concerts, and beats. In addition, the brand offers the opportunity to listen to unreleased music in their mp3 forums. While the ability to log in and post new content in the forums was locked in January 2014, the existing content will remain accessible.

Whoa also covers a wide range of topics related to the hip-hop community, including graffiti, producers and DJs, breaking, lyricism, collaborations, reggae and dancehall, soul and RnB, electronic music, rock, pop, and more. They also keep their audience updated on club events, concerts, and festivals taking place in Stockholm, Gothenburg, Skåne, and other parts of Sweden. Furthermore, Whoa includes sections on hobbies, culture and media, computers and technology, gaming, sports, and other miscellaneous topics.

Overall, Whoa has been a hub for Swedish hip-hop enthusiasts, providing a platform for discussion, discovering new music, and staying informed about the latest news and events in the Swedish hip-hop scene.