Kevin Hart was involved in a car crash in the early morning hours of Sunday, September 1. Hart is currently suffering major back injuries after his 1970 Plymouth Barracuda swerved off Mulholland Highway, rolled over and landed in a ditch in Malibu. The driver Jared S. Black also suffered major injuries. Rebecca Broxterman was in the back seat with no major injuries from the accident. While Hart was rushed to medical attention both Black and Broxterman were stock in the car. 


We are all praying for a fast recovery for those involved in the car accident. 

THE WORD | severe tropical storm Bailu hits THE Philippines, BRINGING RAIN AND STRONG WINDS !


Tropical Storm Bailu formed the east coast of the Philippines on Wednesday and will continue to move northern towards Taiwan. This is the 12th tropical storm this season that has developed in the western pacific 

As it head north, it will continue to gain strength, moving through the warm ocean waters, making torrential rains and strong winds. As of now the storm is still taking place so we send our prayers to those who are affected. 


Wakanda Forever ! Ryan Cooler announces at the Disney expo D23, the big return to direct marvel studios’ black panther 2, in theaters May 6 2022. The first Black panther was so moving and phenomenal it had viewers glued to the screen. We are all so excited and curious to see what this next sequel is going to reveal. 


THE WORD| Gunman Opens Fire at Tee Grizzley in Detroit, Killing Tee’s Aunt/Manager Jobina Brown

Grizzley was reportedly involved in a Detroit shooting that left his aunt/manager, Jobina "JB" Brown, dead.


Law enforcement indicated that the incident occurred Tuesday night as the rapper got out of the passenger side of his Cadillac Escalade. 


It has been noted that the gunman approached the vehicle on foot and opened fire, hitting Brown on her left side as she sat in the backseat. The 41-year-old was pronounced dead shortly after she was rushed to the hospital.


Grizzley nor the driver were wounded during the shooting as officials mention. At this time, it's unclear if the rapper was the target. 


Our thoughts & prayers go out to Grizzley and his family.

THE WORD | Lil Durk Is Facing 5 Felony Charges, including Criminal Intent To Commit Murder

On May 29,2019, Lil Durk revealed that he planned to turn himself in, which implied that he was expecting to be arrested by police. According to TMZ the Atlanta Police Department has issued a warrant for the Chicago rapper's arrest.

TMZ says the authorities plan to charge Durk with criminal intent to commit murder, aggravated assault, possession of a firearm during commission of a felony, possession of a firearm by a convicted felon and associating with a criminal street gang to participate in a crime. At press time, Durk is not in police custody. WSB-TV Channel 2’s Michael Seiden talked with Durk Derrick Banks’ attorney, who confirmed his client will surrender later Today (May 30).

Lil Durk’s attorney said the charges are in connection with a shooting outside The Varsity a few days after the Super Bowl.

THE WORD | Juice WRLD’s Death Race for Love debuts at no. 1 on Billboard

Juice WRLD claims his first No. 1 album on the Billboard 200 chart, as Death Race for Love debuts atop the tally. The set, which was released on March 8 via Grade A/Interscope Records, earned 165,000 equivalent album units in the week ending March 14, according to Nielsen Music. Of that sum, 43,000 were in album sales.   

The album has the “biggest week overall, and the largest streaming week, for an R&B/hip-hop album in 2019,” according to Billboard.

Prior to this, Juice WRLD's highest charting album WRLD on Drugs, the rapper's 2018 collaborative project with Future, peaked at no. 2.

View this post on Instagram

Hear me Calling @hahadavis 👊🏾😭

A post shared by Juice WRLD 9 9 9 (@juicewrld999) on

View this post on Instagram

@rap REAL RAP NO CAP 🖤🖤🖤😈999

A post shared by Juice WRLD 9 9 9 (@juicewrld999) on

Chicago Radio Legend Herb Kent Dead at 88

Known to listeners every Saturday and Sunday as “The Cool Gent”, Herb Kent a pioneer and one Chicago’s earliest African American disc jockeys, has died at age 88 after 70 years in the radio industry.

V103 FM Chicago where Kent worked announced earlier today that Kent died Saturday evening. They didn’t provide any other details, but did say he hosted his final broadcast Saturday morning.

“We are so thankful for the privilege of working alongside such an historic figure as Herb Kent for the past 27 years. Our thoughts and prayers are with Herb's family, friends, and loved ones,” said iHeartMedia Chicago region president Matt Scarano in a statement.

Scarano said, “His passion for radio and work ethic was second-to-none.”

Born and raised in Chicago, Kent spent 70 years as a radio personality working at WVON, WJJD and V103, where he was still working and hosted his final show.

Kent also was very prominent with the Civil Rights movement hosting a along Stevie Wonder for Dr. Martin Luther King Jr's last visit to Chicago.

Kent was inducted into the Museum of Broadcasting's Radio Hall of Fame in 1995, and also has a street named in his honor, "Herb Kent Drive," in city's Bronzeville neighborhood in which he’s known as the “King of Bronzeville”

Rahm Emanuel Explains Plan To Fix Chicago'sFinancial Issues

Chicago has seen it’s fair share of financial issues from tax hikes to millions in settlements to families of police involved shootings. Mayor Rahm Emanuel announced Tuesday that he’s found a way to combat the city's financial problems by unveiling a proposed budget that would include a tax on plastic bags and money to start hiring hundreds of new police officers.

"Today, I am presenting you a budget unlike any we have seen in recent memory," Emanuel said during his remarks in City Council chambers. "It is a budget free of an immediate pension crisis, free of the black cloud of insolvency threatening the retirements of city employees and the financial future of Chicago."

Emanuel proposed charging more for metered parking at special events at Wrigley Field including games, concerts and other events held there as a"surge pricing" program for drivers who leave their cars near the ballpark on those days. Also he will seek a 7- cent tax on disposable bags consumers use at city stores which would bring in an a additional $9 million a year.   

To compensate the police and fire pensions taxpayers will have to deal with  The $543 million property tax that was set forth a few years back. The tax hike is part of four year plan that was announced as part of the 2016 budget that would prevent Emanuel and other alderman from increasing the hike. So Chicago would see a property tax hike of $109 million dollars in 2017.  Vehicle stickers, and city permit fees will bring will see about $82.3 million in revenue through sales tax.

This all comes on the heels of an on-going Teachers Union preparing to go on strike Tuesday if a deal was not reached. Emanuel reached a deal that would prevent a second strike on his terms by agreeing to allocate funds from the city’s special tax districts.  Emanuel told the council "I would think some people will continue to be critics, but by and large, it looks pretty good.”

However, many people expressed their views regarding the bag tax, because many ward on the southwest borders are easily accessible to other stores who don’t charge for bags can easily shop instead of paying more in Chicago.

Lil Bibby Is Going To College?

In a move that may shock many of his fans, Lil Bibby has announced plans to return to school to get his college degree. 

The Chicago rapper took to Instagram and revealed to fans that he’s possibly considering heading to Illinois State University to study computer engineering.

Last year The Chicago rapper received his GED and originally had his mid set on music, but he's had a change of heart. He took to Instagram and revealed to fans that he’s planning to return to school in the new future. While many critics may question how he plans to juggle a flourishing rap career and college at the same time. Not too worry Bibby has a plan for that,“I got it all mapped out." 

I'm going to College❗️🎓 Knowledge is Power ✊🏽 #DrBibby

A video posted by Lil Bibby (@lilbibby_) on

“I got two college visits today,” Bibby says in the video. “They tryna give me full scholarships. I gotta do a few shows and when I come back, I’m going to ISU [Illinois State University]. I’m gonna go check out the campus and meet with a couple of the staff. Just to let you know I’m not bullshitting. I’m going to school for computer engineering. I’ma do two years first. If I get pass them two, I’ma fuck around and go back for the other two.”

While many critics may question how he plans to juggle a flourishing rap career and college at the same time. Not too worry Bibby has a plan for that,“I got it all mapped out. I’m on my shit,” he says. 

Bibby is currently on tour and preparing for his November 18th release of his long awaited debut studio album, FC3: The Epilogue. “They think I’m bullshitting. I’m going to college, man, fareal. You’ll have to call me Dr. Bib in the future. And I got another college trying to give me a full basketball scholarship, but I know I’m washed up.”

Chance The Rapper Performing at The White House for Christmas

Chance the Rapper scored another invitation to the White House. The South Side rapper and singers Kelly Clarkson and Yolanda Adams are scheduled to perform at the White House's National Christmas Tree Lighting ceremony Dec. 1.

Tickets for the annual event are free and awarded via an online lottery set for Oct. 7-10. Winners are scheduled to be notified Oct. 27. The ceremony is slated to be broadcast Dec. 2 on the Hallmark Channel.

President Calvin Coolidge started the tradition in 1923. Reese Witherspoon hosted last year's ceremony, which featured performances by Andra Day, Tori Kelly, and North Shore band Fall Out Boy.

Chance the Rapper, whose father Ken Bennett served as a deputy assistant to Obama, was a guest at the president's star-studded birthday party last month. 


Chance The Rapper Offers Voters Registration on His Tour

One day before the initiation of Magnificent Coloring World Tour, Chicago’s own Chance The Rapper, adds an entity to the highly anticipated tour. The “NO Problem” rapper has collaborated with the NAACP for the #StayWokeandVote campaign giving all concertgoers the opportunity to complete Voters Registration at selected U.S. tour stops.

NAACP President and CEO Cornell William Brooks shared his thoughts on Chance’s motives in a recent press statement,“Chance the Rapper is an artist whose music praises and lifts up our common humanity, and whose call for action speaks to the yearning of this moment. This year, more than it has in a generation, we must use the power of our voices and exercise our sacred right to vote."

According to Los Angeles Times, President Obama has recently expressed how personally important it is for US citizens to participate in the upcoming Presidental election saying, "Hope Is on the Ballot & Fear is on the ballot too. I will consider it a personal insult -- an insult to my legacy -- if this community lets down its guard and fails to activate itself in this election. You want to give me a good sendoff? Go vote."

In recent polls, the support of African American voters for Presidental Candidate Donald Trump has increased 16.5%. On the other hand, Presidental Candidate Hilary Clinton support in the same demographic has plummeted by nearly 20% as of this week. In conclusion, this race may be a lot closer than we think it is.

The #StayWokeandVote campaign will begin during the Magnificent Coloring Day in Chicago September 24th and will conclude October 21st. Alongside voters registration, the NAACP will provide membership information and additional resources to participants. 

Chicago Teens sue Fox's Empire for filming in Detention Center

Last year Fox's “Empire” filmed scenes at Cook County juvenile detention center, which it featured  hollywood big shots such as Chris Rock and Terrence Howard.

 Relatives of two juveniles has sued Twentieth Century Fox Television Inc., Cook County and others over the lockdown they say occurred when the large film crews descended on the Juvenile Temporary Detention Center at Roosevelt and Ogden in the summer of 2015.

The parent and grandparent of two teenagers housed at the detention center last year are pursuing the lawsuit. The complaint identifies them only by their initials. It claims a 250-person film crew took over the detention center, suspended parking for as many as seven blocks, occupied classrooms and essentially turned a chapel into a mess hall.

Photo from FOX

Photo from FOX

“The library, which was normally used by children at the JTDC to read, study, and check out books, was made into crew support area,” the lawyers wrote.  So was the JTDC’s visiting area, where the children normally meet with their families.”

“The purpose of these lockdowns was to provide Fox with a realistic prison facility to use as the primary set of two highly profitable ‘Empire’ episodes,” their lawyers wrote in a 37-page federal complaint filed Wednesday. “The children at JTDC, meanwhile, were placed under restrictions more severe than those governing many adult jails.”

Meanwhile, the juveniles housed at the facility were relegated to their cell and were required to sit in one place, according to the complaint. For one teen, “even to stand up without first obtaining permission was treated as a major rule violation.”

“There they were told to sit, for days on end,” lawyers wrote. “Their schooling continued in name only, visits from their families were interrupted, cut back, or effectively eliminated, sick-call requests were ignored, and programs that are intended to help them overcome the problems that landed them at the JTDC in the first place were cancelled or interrupted.”

The 2015 filming occurred June 21-26, July 13-16 and Aug. 23-26, according to the lawsuit. One reason for the multiple visits, it claims, is that Fox executives demanded scenes be re-filmed after Rock’s character “had originally been depicted as a cannibal.”

“The JTDC was placed on lockdown at least in part to accommodate these demands,” the lawsuit states.

Source: Chicago

Chicago Rapper King Yella Shot While Filming A ‘Black Lives Matter’ Music Video

King Yella is pushing forward with his “No More” movement. To raise awareness on his movement, the South Side Chicago native took to the Windy City streets to film his “Black Lives Matter” music video

Side shot I'm good I'm bout to go so hard on my grind thank u God 🙏🙏 for another chance 💯

A photo posted by Nomore Movement (@realkingyella73) on

The Chicago rapper was shot while shooting the music video. He was hit twice and posted a video up early this morning where he shows himself bandaged up from the gun wounds. Yella seems to be in good spirits and kept saying “God got me” into the camera while sipping on some Remy Martin.

He’s laying in a hospital bed in the clip. Try to stop the violence but n***as want to still be on that,” he said. “They tried to take me out this sh*t. God got me though. This sh*t crazy.” To see more check out the video above.

Side shot I'm good I'm bout to go so hard on my grind thank u God 🙏🙏 for another chance 💯

A photo posted by Nomore Movement (@realkingyella73) on

Kanye West's International Weekend of Pablo

August 19-21st was the international weekend of Pablo as Rapper/designer Kanye West opened his 21 Pablo stores all over the world. The 3 day execution of temporary stores were established to promote materials from his album "The life Of Pablo." From Chicago to Sydney thousands of people slept outside and stood in incredibly long lines to get an inside look on what the Pablo shops had to offer. 

The Pop Up Shop consisted of 12 different items ranging between $45-$325 with the most affordable item being a Pablo cap. Many items were covered in Gothic font with phrases from songs listed on his album. On top of high prices, many customers were unable to touch merchandise, or enter into a particular store unless in a trio. Visitors received a "store menu" upon entry that listed all merchandise for sale and completed transactions via iPads. Given the stores would only be open for a weekend the traffic encountered was massive. With Ye's past pop up shops in March reportedly bringing in $1 Million over three days, it's safe to say the Yeezy is trying his best to decrease his $56 million debt declaration. 


Photo Cred

Photo Cred

Photo Cred:

Photo Cred:

by: Cody Mack

by: Cody Mack

File Aug 22, 5 43 45 PM.jpeg

Famous Dex Inks a Deal With Rich The Kid's New Label

Atlanta Rapper Rich the Kid recently signed Dex as the first member of his Rich Forever Music label. The deal is in collaboration with Rich the kids label 300 Ent. 

Famous Dex might not be in the national conversation just yet, but the young rapper seems poised to blow up soon. The Chicago native’s videos are racking up millions of views on YouTube as he’s become quite popular on the web. 

Check out Famous Dex's New Track Featuring Wiz Khalifa and Rich The Kid



McDonald's moves to Chicago

The biggest hamburger chain is moving back to the beautiful city of Chicago. This time, it plans to take over what used to be one of Chicago’s main attractions: Harpo Studios. Mcdonald’s, which was previously based in Chicago from 1955 to 1971, signed a lease to trade the suburbs for the downtown city life, again. The move will take place in 2018.

Harpo Studios, which housed the Oprah Winfrey Show until 2011, sold the site to developers for more than $30 million, in 2014, as reported by Fox 32. Mcdonald’s Corp. CEO Steve Easterbrook hopes that this move will entice talented, young people who are more interested in living in urban areas. “great talent is excited about where they work” (Fox 32).

Urban life, becoming more favorable than city life, started with the parent of United Airlines relocating to downtown Chicago, from Elk Grove, IL, in 2010, said Steve Stratton, international director of JLL, a commercial real estate services company.

"It's a race for talent", said Stratton, in regards to the more urban areas appealing to younger people because of access to public transportation

According to Fox 32, this will place McDonald's into Chicago's West Loop neighborhood.

Sources:  Chicago Now, Fox News Chicago

Chicago Birthed a Champion

Chicago has once again taken a win, as it has been revealed that it was home to another legend. Cassius Clay was, in fact, born in Louisville, KY. But, boxing champion, Muhammad Ali, was born and raised on the South side of Chicago.

Ali (Clay) had been stripped of his boxing title, after refusing to fight in the Vietnam War, according to the Chicago Tribune. During that time, he had been somewhat disowned by those who had once looked up to him.

Feeling ostracized, Ali found solace in the arms of the Nation of Islam, on the South side of Chicago, in the 1960’s.  It was during that time, in Chicago, when a transformation took place. Initially, Ali had tried to blend in. He mostly hung out with friends on Stony Island Avenue and ate at the Nation of Islam’s bakery on 79th street, which is where he met the woman, who would soon become his second wife.

After marrying Khalilah Camacho, in 1964, he continued to live a somewhat ordinary life, which was a bit difficult, considering the fact that he was a heavy weight champion. There was no way Ali was capable of hiding the enormity of his fame. His heavyweight championship belt was locked in a trophy case, in the middle of his living room. Celebrities, like members of the Motown singing group the Temptations, came by for dinner. He shared some beautiful memories in Chicago.

Unfortunately, not all of the memories were positive. “These exile years were tough for him. He was growing…and learning about life. All of this was during the struggle of the civil rights period…”(Chicago Tribune). There was five year jail sentence hanging over his head, because of his refusal to fight in the war. There was also a skeptical fire that took place at his first apartment, as reported by the Chicago Tribune.

Fortunately, though, he had the support of the Nation of Islam. With its support, he developed a voice just as strong as his fists. He had begun to show his dedication to the Nation of Islam by voicing his opposition to war. He had also become a minister in the Nation of Islam.

Even the people of the South side showed great appreciation for him. He was very active in the community, just by simply performing good deeds.

It was on the South side, where he had received life-changing news about his conviction. He had been vindicated of the charge. Shortly after, the country welcomed Ali back with open arms. The main take-away is, during Ali’s most challenging season, Chicago was there. Chicago birthed one of America’s most cherished champions.

Swank Culture

If you haven’t heard of Briahna Gatlin then you should take this time to get acquainted

with the publicist who’s making a dynamic impact as a publicist in Chicago. Briahna has

been a writer, publicist, and talent agent before she even acquired it. Her passion for

writing and an ear for music led her to travel around the world and experience cultures

outside of the United States.

Throughout her years writing for publications like Source magazine, XXL magazine, and

being the executive editorial director of True Star magazine Briahna discovered a new

journey to pursue. The ability to set her own rules and denounce reservation and

limitations has opened the window of musical culture. Through her life revolves around

public relations (PR) she had no former teaching in how to be a publicist. She simply

utilize her journalist abilities to pitch a story and her vast networking connections to fuel

her entrepreneurial motive, which gave birth to her company Swank Publishing that was

established in 2006. Listen to how her journey to Swank came about…

WTW: What inspired you to become a writer?

Briahna: “I’ve been writing since high school. I started doing journalism as hobby,

preferably in class where I joined the school year book committee. Then, I realize like

that I had real passion for it. I was about 15 or 16 years old and I told my mother that I

could see myself doing this as a living.”

And that she did, while still in high school Briahna began to research different journalism

school to attend in college. As a result, to her intense diligence she was given an

opportunity, from her school, to study journalism in Oxford, England. There she met

Nelson Mandela and started to embrace the notion of journalism being an occupation.

During her senior year at Columbia College Chicago, Briahna interned for both Vibe

magazine in New York and Indigo magazine. However she didn’t gained employment as

a journalist until after she graduated. A friend of hers informed her about an opportunity

to work for Source magazine.

WTW: Tell us about your first published article?

Briahna: “My friend, who I interned with at Vibe, had started working for Source

magazine. So he called me and asked would like I liked to interview this artist named

Malik Yusef, who had an albumn coming out called The Great Chicago Fire. It was a

dope album. I ended up interviewing him for Source and that’s how I got my first

published article.

“I became the “go-to- person” in Chicago from New York because I had been traveling

back and forth since I was 15 years old. Also, I got a network in New York and I was

networking while I was in college, it just happened that. By this time I had been writing a

little under ten years and it was a very exciting thing for me.”

In using her New York sources and networking them through Chicago publications, she

became known as the ‘go-to girl’ who had resources and intellect to bridge the gap

between Midwest and East coast entertainment. By 2005, Briahna had the advantage to

remain vital among her peers.


WTW: How did Swank Publishing come about?

Briahna: “Swank came out of me working with a after school program called True Star,

which is teen magazine that produce by teenagers who write/edit articles and design the

layout of the magazine. At first, the company published newsletters. I came up with the

bright idea of teens being more interested in publishing magazines than just newsletters.

I, pretty much, became the Editorial Director became I came on board with the

experience of the magazine and knowing what magazine journalism was.

“Alongside True Star came Scream Star magazine. Michael Mauldin, who is Jermaine

Dupri father, hired us to do a custom magazine for the Scream tour. Swank came out of

us realizing we could do a publish magazine and have clientele. We started Swank

publishing because we wanted to do something that was custom, where we could get

clients, as well as, get people to hire us to do catalogs or anything that was custom. We

also wanted to surround it around sponsorship and events.”

Though, highly grateful for Swank Publishing, Briahna openly admits that she wasn’t

focuses on started her own company at first. In fact, when the market crash Briahna’s

position as a grant writer was in jeopardy with the Source. She became more defiant in

her search for employment elsewhere when her writer check from the Source did not

clear and she was left with little to no money to survive on. In desperation for a job,

Briahna took her mother advice in starting her own business as a publicist.

WTW: Did you plan to start your own PR Company?

Briahna: “At first, No! Because I had been working independently with entrepreneurs

before and I was cool with just finding a job and traveling. I was doing PR for True Star

before I acknowledge that I was doing PR. So, I pretty much started this company

because I did not have anything else going on at that moment. And Swank Publishing

was formed of out creative because I could not find employment.

WTW: What tactics do you use to maintain a successful business?

Briahna: “Before us, there really wasn’t a music publicist (per se) in Chicago. There

was Regina Daniels who mostly represented R. Kelly at that time. So she didn’t have the

time to represent many clients like I did. Also, by me being the only person that’s been

doing Hip Hop PR for so long, I got a lot of clients by default because no one had a

company. My first client was GLC, who signed to G.O.O.D Music. Once I had him as a

client and we staring working I was able to pick up more clients, which started a whole

movement of Hip Hop artists and people in the entertainment industry knowing theirs a

go-to publicist in Chicago. But mainly I’m able to sustain my business by being smart.”

WTW: You’ve been around the music industry for years. You’ve seen how the Hip

Hop genre has evolved throughout Chicago. So give me a description of the

Southside versus Westside music in Hip Hop?

Briahna: “Wow, that’s a good question. The Southside definitely has the drill music and

outlet of what is going on in their neighborhoods. From the industry standpoint, when

Chief Keef came out people in the industry was like ‘who is this’. So the fact that this

huge underground movement had been created and nobody in the music business knew

about it, in Chicago, was a scary thing. It literally catapulted and opened up this whole

entire world. The Westside music has more of a party feel to it. Though Westside music

contain the trap lyrics in them, it sounds is more geared toward having fun and enjoying

the moment. Westside music is definitely more fun where you can have a good time and

just kick it. We got DLOW, Kemo, and all these kids that will dance in the middle of the

street if their song is on.”

WTW: With that being said, what talent or attributes are you looking for within an

artist you decide to represent?

Briahna: “I’m looking for content. That’s number one. I’m looking for a message;

something I can pull out of it or a passion I get from it. They have to know how to rap. I

can’t work with anyone who can’t even write a hook because if I try pitch a artist to Sway

in Morning and you don’t know how to rap, then what does that say about me? You have

to know how to make good music, or at least an okay song. If you got something I can

work with, a message, and some good production then we can start working from there.”

WTW: Why do you think Westside artist can’t make it mainstream other than with

Bop music?

Briahna: “Well, I think that question is dumb because there are Westside artist that have

been mainstream. I think, overall, a lot of good artists in Chicago get over looked

because of what is already out. I think Bop music and Drill music are actually even

ground. It’s even ground because there only so far you can go with both of those

categories. What made Drill music more popular were the violence and the media

sensationalizing Southside violence. Now, Bop music is fun and trendy for that moment.

It’s more like ‘young kid’ type music. After awhile you can’t listen to it after you done

heard it five times. There both limited in what they can, so I would say they are even


WTW: Last question, In five years where do you expect Swank Publishing to be?

Briahna: “I don’t expect be working with just rappers. I will have one or two locations

in a different city. And I expect to be doing more major concerts and festivals by that

time. Overall, just becoming a brand like a Roc Nation. []

Briahna Gatlin, CEO of Swank Publishing explains the difference between Westside and Southside Chicago hip-hop scene. 

Briahna Gatlin, CEO of Swank Publishing gives advice to independent artists to how to educate themselves on the music business, She also explains why how the internet hurt Journalism. She explains how hiphop is controlled by "white boys" when its an African American Culture.