Cordae Talks Rock The Bells And M&M’s HBCU School Of Music Campaign
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Cordae joined forces with Rock The Bells and M&M’s for their HBCU School of Music Campaign. The campaign was announced in December 2023 to celebrate and honor HBCU’s impact on Hip-Hop’s legacy and culture. Rock The Bells set out to commemorate various Black universities that have deep connections with Hip-Hop icons. Raleigh’s very own spoke about how he got involved with this partnership.
“I’ve been a devoted fan of Hip-Hop since I was a teenager, and LL COOL J is one of those prominent figures I admire,” the From a Bird’s Eye View artist told VIBE. “He and Rock The Bells are among the only brands representing the culture. So, when Rock The Bells and M&M’s approached me about participating in the HBCU School of Music campaign and the chance to give back to HBCUs by mentoring students, it was a no-brainer.”
He continued, “When you’re in such a blessed position as I am, taking the opportunity to provide the youth with what I’ve learned is important. While I don’t have all the answers and a lot of what I do is still trial and error, I recognize the impact of pouring into the next generation.”
This next generation included Zeke and JJ Siegel, Clark Atlanta University; Michael Randolph, Tennessee State University; and Khaylah Jones, Fisk University. The four students were granted an opportunity to produce Cordae’s performance. Their final product saw the Emmy Award-winning rapper performing at the National Museum of African American Music in Nashville in October 2023.
However, it wasn’t just the students who gained new insight during the campaign. Cordae expressed that the students helped him gain a new perspective regarding Hip-Hop’s future. Additionally, he explained that the partnership with Rock The Bells allowed him to “directly reconnect with the roots” of Black music.
“These are our future leaders, entrepreneurs, engineers, etc., and witnessing talents like Zeke, JJ Siegel, Michal, and Khaylah was truly inspiring,” he said. “I’m proud to be a part of that journey and experience for them. But this campaign also allowed me to delve into the essence of our music and directly reconnect with the roots. We had the performance at The National Museum of African American Music, which reminded me of our music and culture’s impact.”
“I think HBCU’s are the direct link to culture and a direct influence on pop culture. So, the influence of Hip-Hop is significant. Plus, I love all the fraternity and sorority bars. I think the one that stands out is the platform HBCUs provide to be discovered within our community. These institutions, especially during homecomings, have been instrumental in discovering raw talent and launching their careers. It’s a safe space where the next generation can connect with the OGs in this unique environment celebrating our heritage and Black excellence.”
Cordae admitted that since having a baby, he has begun to look at things differently. The artist and his girlfriend, world-renowned tennis player Naomi Osaka, recently welcomed a baby in July 2023. He said fatherhood has “immensely impacted” his desire to preserve Black culture in academic spaces and beyond.
“I now have way more pride in my last name because my daughter has it. I take more care of my last name and legacy because of that. As far as education, Black youth is the future and always has been. We come from a heritage of the original architects, scientists, etc. So, we must continue to build that foundation and invest in our youth and education,” he expressed.
And of course, Cordae was asked about his next project. The rapper recently dropped “Tough Decisions” with RG Simba. While he didn’t give too much away, he told VIBE he had some good music coming in 2024.
“My goal for 2024 is to just be more free with releasing music. And making sure every time you hear me, I got something worth hearing!” he added. “I’ve definitely been getting in my production bag, but I’ve got more work to do! Long story short, lots of good music coming out in 2024, fasho!”
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