Alicia Keys collaborate with NFL to Launch a $1 billion fund to support black businesses and black communities

More and more black celebrities are stepping forward to show support for black businesses and the black community by providing financial support and using their platforms and influence to speak against racial disparities in the United States.

Alicia Keys has teamed up with NFL to launch a $1 billion endowment fund for black businesses and black communities. This announcement was made after the singer performed the Black national anthem at the Kickoff Event for the NFL’s 2020 season.

In an interview with Billboard, Keys expressed her concern towards racial injustices and her determination to continue to build on the progress of the protests that created another social awareness of systemic racism and disparities in the United States.

“We are already seeing the blatant injustices that are going on around us,” Keys 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 goals is to empower Black America through investing in Black businesses, Black investors, institutions, entrepreneurs, schools, and banks in a way to create sustainable solutions.”

Alicia Keys also shared an insight into the new fund and what it hopes to achieve, saying that it is targeted towards black communities and businesses, and it goes beyond a one-time donation.

“The initial goal of $1 billion is to ensure a substantial commitment,” Keys said. “Even with that, it does not come close to closing the economic gap. The next steps are to reach out to different industries to invite them to invest in racial justice and create a multi-billion-dollar endowment across business sectors.”

Since the June Black Lives Matter protests which were sparked by the unlawful killing of George Floyd by police officers, there has been a nation-wide call to support black businesses and communities across the United States.

Keys told Billboard that there is an ongoing discussion about happenings in the United States and how black businesses have been affected, and the “importance of investing in Black America.”

“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.

Keys is hopeful that the endowment fund will not only provide financial support to black businesses and communities but also inspires Blacks to start building wealth.

“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,” Keys said.

In August, NFL announced a partnership deal with Jay-Z’s Roc Nation to also support black businesses through the league’s Inspire Change nonprofit.

The NFL is yet to disclose its other partnership deals on social justice initiatives.

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