National Urban League and The Hip-Hop Summit Action Network Announce Youth Reading and Leadership Program.

Entertainment Editors

LOS ANGELES--(ENTERTAINMENT WIRE)--July 31, 2002

"Urban Leaguer Def Jam Reader" To Inspire Interest in

Reading and Community Involvement Among Teens

During the National Urban League's 2002 annual conference, National Urban League President Hugh B. Price, Russell Simmons, Chairman of Def Jam Recordings and the Hip-Hop Summit Action Network and Minister Benjamin Muhammad, President of the Hip-Hop Summit Action Network, announced at a press conference late yesterday, a new youth reading and leadership initiative, "Urban Leaguer Def Jam Reader," that is designed to inspire interest in reading, community participation and technology awareness of urban youth.

Targeted to the hip-hop generation, this initiative will encourage young people between the ages of 13 and 17 to read a variety of materials, such as books, song lyrics, scripts, speeches, and essays, and lead community discussions about the issues presented in the literary works.

Lead components of the Urban Leaguer Def Jam Reader program will include an interactive website, quarterly reading lists, a reading club membership rewards program, and one-day reading and technology festivals.

The one-day technology festivals in Urban League affiliate markets will include a mix of reading themed events such as poetry readings, and feature a heavy emphasis on basic internet and other computer skills training.

The program will be rolled out in two phases over three years. Phase I will launch in February 2003 in five pilot markets: New York, Los Angeles, Detroit, Dallas, and Champaign, Illinois. Phase II will launch beginning in 2004 through 2005 and will include as many as 20 markets per year.

According to Russell Simmons, leading recording artists from a number of labels and celebrities will participate in the program through personal appearances in local markets. The program will also be supported with an extensive media campaign beginning in February 2003.

Other key elements of the Urban Leaguer Def Jam Reader program are advisory and selection councils that will guide the initiative and select the reading list materials. The advisory and selection councils will be comprised of individuals from various professions from the education, entertainment, social services, business and religious industries.

Karen Proctor, vice president, community affairs and government relations, Scholastic, Inc., will serve as the chairperson of the reading list's selection council. The selection council will be responsible for choosing the Urban Leaguer Def Jam Reader reading materials.

"I am truly excited about the League's partnership with Russell Simmons and eager to move forward with the Urban Leaguer Def Jam Reader program," Mr. Price said. "We know this effort will be a dynamic new force to encourage young people to read and prepare them to be future leaders."

Russell Simmons said, "This program is indicative of my commitment to making sure that the young urban community realizes the importance of reading and education. As a member of the hip-hop community, I have a responsibility to help improve the quality of life for the youth of this country."

Added Minister Benjamin Muhammad, "Today marks a truly historic partnership between the National Urban League and the hip-hop community. With this program, we are bridging both the cultural and generation gap and, at the same time, helping to inspire teenagers across the nation to improve their level of reading."

The Urban League is the nation's oldest and largest community-based movement empowering African Americans to enter the economic and social mainstream. The National Urban League, headquartered in New York City, spearheads the nonprofit, nonpartisan movement, while Urban League affiliates operate in more than 100 cities in 34 states and the District of Columbia.

Simmons, co-founder of Def Jam Recordings, helped launch the careers of Will Smith, LL Cool J, Public Enemy and the Beastie Boys. The label's current roster includes stars Jay-Z, DMX, Method Man, Ja Rule, Ashanti and Montell Jordan. Simmons also produces "Def Poetry" on HBO and founded the Phat Farm clothing line.

The Island Def Jam Music Group is home to a multi-cultural and diverse family of artists and has fast become one of the most successful labels in the industry. It is comprised of Island Records, Def Jam Recordings, and Def Soul, and is in partnership with American Recordings, Lost Highway Records, Roc-A-Fella Records, Murder, Inc., Bloodline Records, Java Records and Roadrunner Records. The roster boasts an array of talented artists including Jay-Z, Bon Jovi, Mariah Carey, Ludacris, Ashanti, Ryan Adams, Nickelback, Musiq, Slipknot, American Hi-Fi, Method Man, Hoobastank, Ja Rule, Sum 41, Slayer, Kelly Price and DMX.

The Hip-Hop Summit Action Network (HSAN) is the largest national coalition of hip-hop artists, recording industry executives, and civil rights and business leaders who are committed to the empowerment of youth throughout America. The HSAN is a non-profit organization that engages in public advocacy on issues such as education, economic development, youth leadership training and protection of First Amendment rights.