Brief – JAM MASTER JAY FOUNDATION
Create a project to honor the life and legacy of RUN DMC’s Jam Master Jay, and support the Jam Master Jay Foundation which provides music education for inner-city children.
Solution
David Clark and graffiti icon Kaves create the first socially responsible awards in the hip-hop community, which are built on the foundation of Jam Master Jay and his iconic band RUN DMC.
Promoting social Justice, Arts & Music (“J.A.M.”), the inaugural J.A.M. Awards were hosted by Terri Mizell, Jam Master Jay’s wife, with participating artists DMC, Rev Run, Snoop Dogg, LL Cool J, Q Tip, Everlast, EPMD and many more.
At the benefit concert, three J.A.M. Awards were presented. Chuck D of Public Enemy was given the Justice Award for his socially conscious work; graffiti artist Lee Quinones received the Arts Award for aiding Hurricane Katrina victims and Wyclef Jean received the Music Award for his work with youths at risk in Haiti.
Clark secured adidas as the title sponsor, and they created a specialty line of J.A.M. merchandise designed by Kaves, which sold at their classic adidas stores, and 600 Foot Actions in the US.
Supporters
