Lee O’Denat, founder of the influential music and urban culture website WorldstarHipHop, has died in southern California, New York Daily News reports.

The media mogul and father of three passed away unexpectedly from a suspected heart attack.

Celebrity news website TMZ.com first reported the news Tuesday morning, saying O’Denat died overnight.

WSHH is a site known for posting and premiering viral content, including hip-hop videos and mixtapes, as well as eye-grabbing clips.