Alicia Keys has teamed up with the NFL to launch a $1 billion endowment fund to help Black businesses and their communities.
Their partnership coincides with the announcement that Keys would be performing at the NFL’s Kickoff event for the 2020 season. Keys told Billboard she wanted to build off these last few months of protests to raise awareness towards social injustice and systematic racism, and turn it into something more tangible.
“We are already seeing the blatant injustices that are going on around us,” she said. “As an artist, I’m always thinking about how can I use my platform to further racial equity. This fund is one of the answers and our goal is to empower Black America through investing in Black businesses, Black investors, institutions, entrepreneurs, schools and banks in a way to create sustainable solutions.”
Keys believes this initial commitment is quite substantial, but still doesn’t come close to where we need to be, which is why she hopes to use this fund as a starting point where other business industries can contribute towards the cause.
The NFL’s involvement comes as the league continues to try and right its wrongs in wake of Colin Kaepernick’s national anthem protest. “I’m personally committed to holding corporations and institutions accountable, and in my conversations with the NFL, they reaffirmed their commitment to racial equity,” she said. “The prospect of true generational wealth for the Black community is long overdue and I’m grateful to express my purpose as an artist to advance that cause. I’ve been deeply inspired by the courage of Colin Kaepernick and the determination I have to see this through is meant to honor his commitment to social justice.”
We wonder how this factors in with Jay-Z’s Roc Nation partnership with the NFL. Watch Alicia’s announcement video below.
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