Basketball star Kawhi Leonard announces new music project ‘Culture Jam’ and shares new song and visual for “Everything Different” ft. NBA YoungBoy + Rod Wave

Photo credit: Mark Peaced

In a historic move, two-time NBA Champion and Finals MVP, two-time NBA defensive player, five-time NBA All-Star and Kobe Bryant’s inaugural NBA All-Star Game MVP award recipient Kawhi Leonard, joining forces with music industry powerhouse and senior vice president of A&R at Warner Records, Eesean Bolden will announce a new compilation album titled Culture Jam due out in summer 2021 via Virgin Music Label & Artist Services. The first of its kind celebrates the union of hip-hop, basketball and community. Today, the duo share the first single from YoungBoy’s “Everything Different” project, Never Broke Again and Rod Wave, and their triumphant video companion. Directed by Rook, produced by Edgar Estevez and starring Mikey Williams, the highest ranked high school basketball phenomenon, the gripping video chronicles the journey of a downtown kid chasing his dream of becoming a basketball player. -professional ball against all odds. The soundtrack is accompanied by an anthem and performances by YoungBoy and Rod Wave.

Culture Jam is a real collaboration between Leonard and Bolden, each bringing expertise and richness from their respective worlds. Kawhi’s international superstar status goes beyond the confines of a basketball court, his passion for developing community-centric business opportunities that connect music, culture, sport and philanthropy comes to life with Culture. Jam. The project is produced by Bolden who signed acclaimed multi-platinum recording artist Saweetie to Warner Records with former signer and multi-platinum artist Lil Pump. Since joining Warner Records in late 2016, Bolden has been credited with over 16 million singles sold worldwide, several Hot 100 singles, and hit radio records. In addition, Michelle Obeso-Theus, sports business specialist, is responsible for the business development of Culture Jam. Her deeply rooted relationships and business acumen have positioned her as one of the main engines to connect several athletes and artists to this project.

Culture Jam will see the biggest stars of hip hop and sports come together to celebrate the intersection of these worlds with a collective commitment of artists and athletes to support the sporting and artistic initiatives of the young people who are dear to them. Through a personal commitment to honor the legacy of the late Kobe and Gianna Bryant, Kawhi will donate a portion of his income from the project to the Mamba & Mambacita Sports Foundation, a nonprofit dedicated to creating a positive impact for disadvantaged athletes and young women. This groundbreaking moment is just the first of many ways the creators of the project have chosen to support culture.

Image Credit: Cover Art


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Ayana Rashed

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