Shields, Ludacris’ mother, admits she prefers the edited versions of her son’s songs, but stresses a holistic view of young hip-hop artists and fans. "You’re not going to like everything they do and say, but you do like them. It’s more important to be in your children’s life than to announce your disdain and get closed out."

"For people to give their money to the Urban League, it’s a safe bet. There’s nothing wrong with the Urban League, but what about these other issues?" - Russell Simmons

Ludacris and Simmons have shown that it is possible to take on controversy and emerge with philanthropic gold. Since 2003, they have successfully teamed with Pepsi on a $3 million partnership to support community groups. The relationship started antagonistically, when Pepsi dropped Ludacris as a pitchman after broadcaster Bill O’Reilly criticized the rapper’s use of foul language. When Pepsi replaced Ludacris with a famously foul-mouthed white family, the Osbournes, Simmons called for a boycott. Pepsi then agreed to the $3 million deal, which has proved fruitful enough that the partners are discussing ways to continue beyond June’s expiration date.

Frank Cooper, vice president of promotions, interactive and entertainment at Pepsi, says he would like future collaborations to have a national impact, possibly by rallying a group of grassroots organizations around one theme, such as music education. "We hear the stories that this is just a payoff for Ludacris to keep quiet. But we know it’s much more than that, or we would not be sitting here talking about how to capture some more opportunities," Cooper says.

LESSONS LEARNED

While hip-hop artists generate their wealth in a very specific way, how they have learned to redistribute it offers insights for many new philanthropists.

ACT LOCALLY: Launch charitable efforts to serve small groups of constituents with which you are already familiar; seek out grassroots groups that have ties to these communities.

FUND THE FORGOTTEN: To make the most impact with relatively few dollars, pinpoint causes not already being served by larger or existing groups.

MAKE IT PERSONAL: Spend not just your capital, but your time and expertise; connect face-to-face with the people you serve.

UNITE AND CONQUER: Make a commitment to learn the "business" of giving, paying particular attention to how to partner with larger charities and for-profit companies to maximize your impact.

DIG DEEP: Ascertain the root causes of societal problems and work to correct them at the community level, rather than offer temporary succor to people in need.

CAJOLE COHORTS: Encourage associates, friends and family members–especially those who are not active philanthropists–to support your causes.

Backing the Underdogs
Collaboration can act as a catalyst for small charities. Support from Rush Philanthropic launched formerly tiny charity Donors Choose into the major leagues. Founded in 2000 by Charles Best, a former teacher in the Bronx, Donors Choose allows teachers to post online proposals for small grants to purchase classroom materials; donors view and select the proposals that appeal to them. In late 2002, Rush stepped up with a grant of $30,000, and in 2003 included an insert in his benefit gift bag, urging attendees to vote for Donors Choose in a competition on Amazon.com. The group began as an underdog, but Rush’s backing helped it generate enough donations to win an award as America’s most innovative charity. "Rush Philanthropic deserves credit as a kind of venture philanthropist who identified our potential," Best says.

On the night of the HSAN Awards, Nelly lingered at the podium to shout out the achievements of his charity for children with disabilities, 4Sho4Kids, which is run by his aunt, Chalena Mack. His speech ranged the spectrum of emotion that hip-hop can inspire. It began with raw grief over the loss of his sister. He also sounded a note of pride over the success of Jes Us 4 Jackie. He had the audience laughing at a story about giving $10,000 worth of toys to soften a guilty conscience after spending an equal amount at a strip club the previous night.

Nelly, not yet 30, spoke of the confusion sudden wealth can bring and the role models in the hip-hop community. "Hip-hop is the only thing that takes raw and uncut young brothers, and they turn ’em into millionaires overnight," he said. "And nobody put a book in our hand and tell us, ‘This is how you supposed to act.’"
 
Catherine Curan is a New York-based freelance writer.