The organization once led by civil rights icon, Dr. Martin Luther King, Jr., wants to reach a new generation with Hip Hop music. The Atlanta based Southern Christian Leadership Conference has officially announced they are launching a Hip Hop record label with artists who are committed to producing music with messages that will uplift, inspire and encourage young people to become engaged in social justice causes. The record label, The Justice HipHop Music Project, is scheduled to launch next summer.
Dr. King, took the helm of the SCLC while only in his 20s. He later became the youngest person ever to win a Global Peace Prize in 1964 at the age of 35. Officials say the new label is a strategy for the SCLC to expand its youth and young adults’ division, banking on HipHop music and entertainment to attract more Gen Xers and Millennials to the movement.