With all of the injustices that have transpired this year, it has become apparent that we must show Black-owned businesses our undying support. And while many brands have pledged their allegiance to the cause by creating grants and other opportunities for such businesses to grow, Alicia Keys is taking this a step further. The songstress has just announced her plan for a one billion dollar endowment to support Black businesses and communities.
According to Billboard, the idea from the fund came to the star as a way to aid protestors and our community in the name of unity. “We are already seeing the blatant injustices that are going on around us,” Keys says. “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.”
As you may already know, it’s never been a level playing field for Black businesses, and this fund can go a long way in tipping the scales in their favor. While it comes as no surprise that celebs like Alicia Keys have stepped up to the plate, the NFL’s involvement comes as a shock.
The publication shared that due to the scrutiny that the NFL has faced over the years with their stance on racial injustice, the league is determined to hit the ground running and show support with their coins.
“In my conversations with the NFL, they reaffirmed their commitment to racial equity,” Keys explains. “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.”
Unlike other funds and grants for Black businesses, Alicia is thinking long-term. The goal is to really give businesses the opportunities they deserve to take their ideas to the next level and to invest in Black America the right way.