ATLANTA — In the midst of his annual back-to-school drive on Sunday, rapper 21 Savage was in awe at the 2,500 kids who showed up for free haircuts/hairstyles, shoes, school uniforms, backpacks and school supplies.
The turnout wasn’t a shock, as he’s experienced that same energy for the past four years in which he has hosted “Issa Back 2 School Drive” for the kids who live in the Glenwood Road neighborhood where he grew up in Atlanta.
“Doing this every year feels good,” 21 Savage told The Undefeated.
This year, in partnership with Amazon Music and Momma Flystyle, the outdoor event also offered free health screenings, mobile video game arcades, resources on mental health awareness and insurance, tips on eco-friendly sustainability efforts, local vendors, hot dogs, ice cream and fun park activities.
But his giving spans far beyond his school drive.
21 Savage’s passion is in educating youth from underserved communities about the power of the dollar and the value of hard work. The throaty Grammy nominee’s nonprofit organization, Leading by Example Foundation, launched its Bank Account campaign, named after his double-platinum single, to teach young people about financial health and wellness.
“A lot of kids don’t know what to do when they get older,” 21 Savage said. “Financial literacy is an important tool they need to get through life successfully.”
A successful trap music artist known for his grim lyrics depicting poverty, street life and post-traumatic stress, 21 Savage said his efforts to promote youth and economic development are deeply rooted in his own lack of exposure and access to commerce as a kid.
“I didn’t really learn about that type of stuff until I got older and became an artist and entertainer,” he said.
The 26-year-old chart-topping performer, born Shéyaa Bin Abraham-Joseph, has a job program, and he offers monthly financial literacy webinars for youth.
He partnered with education-themed nonprofits JUMA Ventures and Get Schooled to offer summer employment to 60 Atlanta-area high school and college students. Their duties include light custodial and concessions jobs.
“We want to work with these young people particularly to give them opportunities,” said Robert Lewis Jr., JUMA’s Atlanta site manager. “You want to give these young folks help. They may have had issues with the law or go to a nontraditional school, and we want to give them a job. It gives them a sense of dignity when they’re working.”
“This is monumental,” said Courage Higdon, a 22-year-old Georgia Southern University student and program participant. “The program keeps us focused. It’s more than a job — it teaches us actual life skills that we can use in other places in our lives. They help us become more financially literate. As an African American community, we need to get better at it.”
The Savage Mode rapper presented JUMA with a $15,000 check to help 150 young people open their own bank accounts.
“21 Savage tries to tell us that he wants us to bring everybody around this neighborhood together to support black-owned businesses and black people in the community,” said participant Khaleege Watts, 20.
21 Savage is set to spend a day shadowing the student participants later this year.
The “No Heart” and “A Lot” rapper hosted his monthly webinars on Get Schooled’s website, where he concentrated on teaching money management habits, budgeting/saving, investments and distinguishing between credit and debit.
But his passion for giving to youth doesn’t stop there.
When he released his sophomore LP I Am > I Was in December 2018, he gifted $16,000 in Amazon gift cards to youngsters who attended the album’s companion interactive Motel 21 activation in Decatur, Georgia. He also visited several colleges and STEM schools in metro Atlanta, along with U.S. Rep. Hank Johnson (D-Ga.), to lead 21st Century Banking Workshops, cross-topic fireside chats featuring discussions on financial capabilities, career opportunities in the music business, gang violence and gun control.
“21 Savage is putting action behind his money,” Lewis said. “He actually tells people how to start their business and how to save money. He’s turned his life around and is a great spokesperson for young people. Young people were glad that JUMA partnered with 21 Savage because they said he speaks for them.”
21 Savage was arrested by Immigration and Customs Enforcement earlier this year on Super Bowl Sunday for overstaying in the United States on a visa that expired in 2006. The MTV Video Music Award winner, who was born in the U.K. and came to the U.S. with his mother at age 7, was detained for nine days and is still awaiting a deportation hearing. The former troubled teen and high school dropout donated $25,000 to the Southern Poverty Law Center, an advocacy group that assisted with his naturalization issues, in June.
“A lot of people need help that’s in bad situations,” 21 Savage said. “They don’t have the funds to get legal representation, so I just made the donation. The organization does the work for free anyway, so I just thought it was necessary to contribute.”
Alona Stays, 21, received a $1,000 mini-grant from 21 Savage to invest in production equipment for her home studio. The YouTuber and aspiring filmmaker echoes her peers, calling the rapper’s philanthropic gifts and outreach efforts “amazing.”
“Not a lot of artists like him are doing something,” Stays said. “It’s a blessing for him to do this for us, and I’m very grateful. This plays a big role in anybody’s life. People like 21 Savage [are] trying to make things better. It’s not all about guns and drugs; it’s about the community and these kids.”