Sprite – which has championed hip-hop culture for more than three decades – is collaborating with five of the genre’s most influential voices to support community partners they believe are doing the best work to serve and support creators and communities disproportionately affected by COVID-19 and racial inequality.
“The Give Back” will use Sprite’s resources and platforms to amplify Black voices and help drive positive change, starting in the brand’s hometown of Atlanta.
The brand tapped five respected and recognized partners based on their commitment to give back to the Atlanta community and empower emerging talent to push the boundaries of creative expression. Sprite allocated $300,000 for “The Give Back”, and these partners will “pay it forward” to organizations, causes and creators in a time of great need:
- Mali Hunter, music industry powerhouse, is supporting her EarthGirls Inc. foundation and empowering the next generation of Black female musicians through mentorship, education, entrepreneurship, and health and wellness.
- Cam Kirk, hip-hop’s most trusted photographer, is expanding his “Night School” program at Cam Kirk Studios to educate emerging photographers, designers, and other creatives, and partnering with The Recycling Partnership to address equitable access to recycling in public spaces in Black communities.
- Wish Atlanta, Atlanta’s premier streetwear and sneaker boutique, will provide grants to emerging fashion designers and artists that will allow them to bring their visions to life.
- Grammy-winning, platinum-selling artist and entrepreneur 2 Chainz and his Street Execs management company family will provide “stimulus packages” to some of the most important figures in the hip-hop ecosystem: DJs, many of whom whose careers have been affected by COVID-19.
- Two-time BET Hip Hop Awards ‘Producer of the Year’ winner and behind the music for an endless list of hip hop hits, Metro Boomin is making a donation to Campaign Zero, which advocates for policy solutions informed by data, research and human rights principles to change the way police serve communities.