| FCN 06/03/2002 |
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The Queen's Scene
Related Links: Def Poetry Jam
Rollin' with Russell
by Michelle Muhammad
Russell Simmons is nothing short of a visionary media mogul who has long shaped the cutting edge of hip-hop, America�s most compelling cultural explosion of the latter 20th century. Over the course of nearly 20 years, Simmons has integrated hip-hop into every facet of media and pop culture: in music with Def Jam Records; in fashion with the Phat Farm brand; in publishing with One World magazine; in television with HBO�s Def Comedy Jam and Russell Simmons Presents Def Poetry; Def Pictures; and in advertising with dRush. In a recent visit to Chicago, Simmons allowed The Final Call exclusive access to his tour around town.
�Uncle Russ�, as the hip hop community affectionately calls him, started off visiting inner city youth at Kenwood Academy and the James R. Jordan Boys & Girls club. Simmons spoke to the youth about empowering themselves, following their dreams and not forgetting where they come from.
Later that night he and his brother Danny were the guest of honor at intimate event hosted by Urban Gateways Center for Art Education. The Simmons brother�s (Danny, Russell and Joseph) organization, Rush Philanthropic Arts Foundation, which was founded in 1995, is dedicated to providing disadvantaged urban youth significant exposure and access to the arts and helping youth express themselves and develop skills that are building blocks for successful lives.
Day two in Chicago was just as hectic. The day�s first event was an early morning stop at the very successful Crazy Howard McGhee show on Chicago�s WGCI-FM. Simmons and his brother, Rev. Run of Run-DMC, stopped by to talk about the Phat Classic shoe and the cause of reparations. The two answered questions and let the listeners know how important it is to buy Black and what a worthy cause they would be supporting by buying the Phat Classic sneaker.
The media blitz is nearly over. The Simmons brothers made stops at WGN-TV and Fox News AM, morning news programs, to talk about the shoe and reparations and they also made an in- store appearance at Man Alive urban clothing store in the Ford City shopping Mall. As we entered the mall, the two were immediately recognized and shown lots of love. When people heard that Russell and Run were in the mall they came in droves. One by one they came up to either say hello, get a poster, get a pair of Phat classic sneakers or a copy of Russell�s book �Life and Def� signed.
Later, lines wrapped around the corner at Circus, a north side entertainment spot, for the official launch party for the Phat Classic sneaker. Simmons, being the gracious host that he is, gave the first 100 men a pair of Phat Classic sneakers and the first 100 women a Baby Phat t-shirt as a free gift. Russell & Rev. Run took time to greet many of the party goers. Carl West of The Truth magazine and George Daniels of the world famous George�s Music Room stopped by to congratulate Simmons on this new and important venture. Simmons tells me that he has to jet out of town but he will be back to give the keynote address at the 11 th Annual WGCI Music Seminar.
Sharing a stage with Def Jam President Kevin Liles, singer Ashanti and Irv Gotti of Murder Inc., Simmons spoke of his growing pains in regards to making his dreams a reality. He insisted that audience members focus on their passion and be persistent. After greeting people backstage, he was off again, headed back home to New York. That�s a week in the life of a hard working brother who happens to be a well respected hip hop mogul. Now that�s Phat!
(Michelle Muhammad may be reached via her email address: [email protected]