<h2 class="wp-block-heading" id="h-topline">TOPLINE</h2>



Beyoncé’s new song “Break My Soul,” which dropped at midnight, is being welcomed by fans as an anti-work anthem for the Great Resignation, encouraging listeners to quit their jobs and rid themselves of stressors in their lives.



<h2 class="wp-block-heading" id="h-key-facts">KEY FACTS</h2>



In the dance tune, Beyoncé sings, “Now I just fell in love/ And I just quit my job,” and “Damn they work me so damn hard…And they work my nerves/ That’s why I cannot sleep at night.”



Fans took to social media Tuesday to joke about the song, saying it’s fueling the already-present Great Resignation and the desire to quit their jobs, or to not work harder at their jobs than is required or necessary.



“Break My Soul,” which samples Robin’s “Show Me Love” and Big Freedia’s “Explode,” quickly shot to the No. 1 spot on iTunes after being released.



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<h2 class="wp-block-heading" id="h-big-number">BIG NUMBER</h2>



$450 million. That’s Beyoncé’s estimated net worth, as of June 14, according to&nbsp;Forbes. She recently ranked 61st on&nbsp;Forbes’ list of&nbsp;<a href="https://www.forbes.com/self-made-women/">America’s Richest Self Made Women</a>.



<h2 class="wp-block-heading" id="h-key-background">KEY BACKGROUND</h2>



Last week, Beyoncé announced her seventh studio album,&nbsp;act i: RENAISSANCE, would drop on July 29. It’s her first solo studio album in six years, since 2016’s&nbsp;Lemonade.&nbsp;<a href="https://variety.com/2022/music/news/beyonces-renaissance-album-dance-country-1235296574/" target="_blank" rel="noreferrer noopener">Variety</a>&nbsp;reported last week the multi-part album would contain both country and dance songs, like “Break My Soul.” Since&nbsp;Lemonade, Beyoncé has been busy, releasing&nbsp;Everything Is Love&nbsp;with husband Jay-Z in 2018, an album and Netflix special from her Coachella spectacular&nbsp;Homecoming&nbsp;in 2019, and a concept album for the live-action Lion King movie called&nbsp;Lion King: A Gift&nbsp;that same year. She was nominated for an Oscar for her original song “Be Alive” from the movie&nbsp;King Richard.



<h2 class="wp-block-heading" id="h-tangent">TANGENT</h2>



Dubbed the&nbsp;<a href="https://www.forbes.com/sites/ashleystahl/2022/06/09/the-last-of-the-great-resignation/?sh=381aa25421c6">Great Resignation</a>, the U.S. saw an unprecedented number of people voluntarily leave their jobs last year, with over 47 million people resigning from their posts.



<h2 class="wp-block-heading" id="h-further-reading">FURTHER READING</h2>



<a href="https://www.forbes.com/sites/siladityaray/2022/06/16/beyonc-announces-new-album-renaissance-will-be-released-july-29/?sh=74df1a75a775">Beyoncé Announces New Album ‘RENAISSANCE’ Will Be Released July 29</a>&nbsp;(Forbes)



<a href="https://www.thecut.com/2022/06/beyonce-break-my-soul-quitting.html" target="_blank" rel="noreferrer noopener">Beyoncé Wants You to Release Your Job</a>&nbsp;(The Cut)



<a href="https://www.elle.com/uk/life-and-culture/a40357820/beyonce-break-my-soul-the-end-of-grind-culture/" target="_blank" rel="noreferrer noopener">Beyoncé’s &#8216;Break My Soul&#8217; Signals The End Of Grind Culture</a>&nbsp;(Elle UK)



By&nbsp;<a href="https://www.forbes.com/sites/marisadellatto/"></a>Marisa Dellatto, Forbes Staff

Screenshot 2022-06-22 at 09.10.22

Beyoncé’s ‘Break My Soul’ Heralded As Anthem For The Great Resignation

There’s no longer a reasonable doubt that&nbsp;<a href="https://www.forbes.com/sites/zackomalleygreenburg/2020/04/09/jay-z-net-worth-1-billion-in-2020/?sh=29f4c20439de">Jay-Z</a>&nbsp;is now a player in the cannabis industry.



Shawn “Jay-Z” Carter’s high-end cannabis brand, Monogram, launches its first products in California on Thursday with a four-strain line of craft, indoor-grown cannabis flower and joints.



The company’s flagship product is the “OG Handroll,” a 1.5-gram joint rolled by “highly trained artisans,” the company says, that use a technique Monogram developed over a year. The joint is made with small-batch flower and is supposed to burn like a premium cigar. And it retails for nearly twice as much at $50.



Monogram’s cannabis strains—named No. 88, No. 96, No. 70 and No. 01 and developed by veteran grower DeAndre “De” Watson —come in three strengths: “light,” “medium” and “heavy.”



<div class="wp-block-image is-style-default"><figure class="aligncenter size-large is-resized"><img loading="lazy" decoding="async" src="https://www.forbesafrica.com/wp-content/uploads/2020/12/1.jpeg" alt="" class="wp-image-49294" width="502" height="334" srcset="https://cms.forbesafrica.com/wp-content/uploads/2020/12/1.jpeg 950w, https://cms.forbesafrica.com/wp-content/uploads/2020/12/1-300x200.jpeg 300w, https://cms.forbesafrica.com/wp-content/uploads/2020/12/1-768x512.jpeg 768w, https://cms.forbesafrica.com/wp-content/uploads/2020/12/1-600x400.jpeg 600w" sizes="(max-width: 502px) 100vw, 502px" /><figcaption>(Photo: PRNewFoto/Monogram)</figcaption></figure></div>



Michael Auerbach, the founder and chairman of Subversive Capital Acquisition Corp., a special purpose acquisition company that announced a deal to acquire Jay-Z’s Monogram and California cannabis company Caliva last month, says Jay-Z is not just a front man for the brand.



“He’s a real executive, he’s not some ancillary ambassador who says something nice about us once a year,” says Auerbach. “He’s the tip of our spear who’s building out our house of brands, like he has done with Aces of Spades and D’Ussé.”



In 2019, Jay joined Caliva as its chief brand strategist, where he&nbsp;<a href="https://www.forbes.com/sites/lindseybartlett/2020/10/23/rapper-jay-z-launches-his-own-cannabis-brand-monogram/?sh=2f58d626180e">developed Monogram</a>. In November 2020, Auerbach’s SPAC announced a deal to acquire Caliva and Monogram, which was a joint venture between Jay-Z and Caliva, and Left Coast Ventures, which owns musician cannabis brands like Marley Natural and&nbsp;<a href="https://www.forbes.com/sites/javierhasse/2020/10/22/carlos-santana-talks-cannabis-its-all-about-consciousness-man/?sh=535b8f4f7b64">Carlos Santana’s Mirayo</a>. The new name for Auerbach’s company is “The Parent Co.” It raised $575 million when it went public on Canada’s microcap stock exchange NEO last summer. &nbsp;



The name “The Parent Co.,” which Jay came up with, might sound like a joke, but Auerbach says its serious.



“We are looking at building the first 100-year company in cannabis, and he was looking at it in the same way,” says Auerbach. “What does the first 100-year company in this industry look like? How do we create a generational company that will dominate the industry globally? And ‘The Parent Co.’ is a meta name that represents what we’re trying to do.”



The all-stock deal to acquire Jay-Z’s 50% of Monogram has not closed yet, but he is supposed to receive 5 million shares in The Parent Co. and the right to 1 million more. The Parent Co. also struck an exclusive agreement with Jay’s Roc Nation to become its cannabis brand partner. The deal, which will pay Roc Nation $25 million in stock after the transaction closes and $7.5 million each year, gives The Parent Co. access and rights to Roc Nation’s roster of artists and athletes.



Auerbach says the “pipeline of artists and athletes” under Roc Nation, including Rihanna, will play a crucial role in the development of future brands. &nbsp;&nbsp;



In addition to developing brands and business strategy, Jay will also lead the company’s social justice program. The venture fund has been seeded $10 million and the company will give 2% of its net income each year in order to invest in Black and other minority-owned cannabis business.



To be sure, this is only Jay-Z’s latest business venture. In 2019, he became the first&nbsp;<a href="https://www.forbes.com/sites/zackomalleygreenburg/2019/06/03/jay-z-billionaire-worth/#c7e93173a5f0">hip-hop artist turned billionaire</a>. Jay-Z, who grew up in the Marcy housing projects in Bedford-Stuyvesant, Brooklyn, built a fortune thanks to his music catalog—he’s amassed 14 No. 1 albums and&nbsp;<a href="https://www.grammy.com/grammys/artists/jay-z" target="_blank" rel="noreferrer noopener">22 Grammy awards</a>—and also owns Armand de Brignac champagne and part of D’Ussé cognac, not to mention his music streaming platform Tidal, Roc Nation and sizable stakes in companies like Uber and Robinhood.



Warren Buffett once&nbsp;<a href="https://www.forbes.com/forbes/2010/1011/rich-list-10-omaha-warren-buffett-jay-z-steve-forbes-summit-interview.html#254450666480">said</a>&nbsp;about Jay: “For a young person growing up, he’s the guy to learn from.”



Auerbach describes Jay succinctly: “He’s a hands-on creative genius.”



For The Parent Co., Monogram is just the first brand out of Jay-Z’s head and there’s more to come. In the world of celebrity-built brands, Auerbach says the strategy around Monogram is more Casamigos—George Clooney’s tequila company that&nbsp;<a href="https://www.forbes.com/sites/natalierobehmed/2017/06/21/george-clooney-is-expected-to-make-up-to-233-million-from-casamigos-tequila-sale/?sh=1ead73943ff8">Diageo bought for $1 billion</a>—and less&nbsp;<a href="https://www.forbes.com/sites/katieshapiro/2020/12/09/martha-stewart-cbd-goes-coast-to-coast-with-first-national-retail-expansion/?sh=42ac0a6841cb">Martha Stewart CBD</a>.



“My preference is for celebrities to associate with brands instead of name brands after themselves. There’s no way I’d drink it if it were called ‘Casa Clooney’—people would think it’s crap, people would think it’s a gimmick,” says Auerbach. “Many people don’t know Ace of Spades is Jay-Z’s champagne company, but it’s the fastest-growing champagne company.”



As for what Jay-Z thinks about it all, in a statement, he said Monogram is here to celebrate craft cannabis.



“Cannabis has been around for thousands of years, yet it is still an industry whose legacy of skilled craftmanship is often overlooked,” said Jay. “I created Monogram to give cannabis the respect it deserves by showcasing the tremendous hard work, time and care that go into crafting a superior smoke. . . . We’re just getting started.”



-By Will Yakowicz, Forbes Staff

SOMETHING IN THE WATER – Day 2

Jay-Z’s Cannabis Brand, Monogram, Launches With $50 Hand-Rolled Joints

Some of the best looks in Beyoncé’s 2020 album, Black is King, have come from designers from the African continent. FORBES AFRICA seeks out Queen B’s top picks.



Beyoncé Knowles-Carter’s brand-new new visual album Black is King that released on July 31 on Disney Plus, boasts an African touch, with many designers from the continent showcasing their work in it.



Out just a little over a year since the release of the live-action version of The Lion King where Beyoncé played the female lead, Nala, Black is King was originally filmed as a companion piece to The Lion King: The Gift soundtrack inspired by the movie, but the singer explains in a post on Instagram that the events of 2020 (specifically, the Black Lives Movement protesting police brutality in the United States) made the message in the film more relevant.



For the “passion project”, Beyoncé spent over a year filming, researching, and editing it as a love letter to celebrate the breadth and beauty of black ancestry.&nbsp;



“I believe that when black people tell our own stories, we can shift the axis of the world and tell our REAL history of generational wealth and richness of soul that are not told in our history books,” Beyoncé said in a post on Instagram.



Since its release, she has been praised for how she has celebrated people of color as a whole in Black is King through the representation of artists (like Pharrell Williams, Naomi Campbell and Lupita Nyongo), background dancers, and African designers. &nbsp;



To help enrich those visuals, Beyoncé’s stylist and wardrobe curator, Zerina Akers, made sure she found the right talent who would create looks that aligned with Beyoncé’s vision.



Akers wanted to reference different traditions, cultures and tribes but with a modern touch. Although she used a majority of black designers, such as Destiney Bleu and Jerome Lamaar, the stylist also sought the artistry of African designers.&nbsp;



One of those African designers is Lafalaise Dion, based in the economic capital of Côte d&#8217;Ivoire, Abidjan, who designed the shell headpieces seen throughout Black is King.



“Although I had a big vision for [my work], and the faith that I’d be able to take it far beyond Côte D’Ivoire, I never imagined I would get to this level in such a short time,” says Dion. “I am deeply honored, to say the least.”



<div class="wp-block-image"><figure class="alignleft size-large is-resized"><img loading="lazy" decoding="async" src="https://www.forbesafrica.com/wp-content/uploads/2020/10/dion-5-1024x1009.jpeg" alt="" class="wp-image-48322" width="286" height="281" srcset="https://cms.forbesafrica.com/wp-content/uploads/2020/10/dion-5-1024x1009.jpeg 1024w, https://cms.forbesafrica.com/wp-content/uploads/2020/10/dion-5-300x296.jpeg 300w, https://cms.forbesafrica.com/wp-content/uploads/2020/10/dion-5-768x757.jpeg 768w, https://cms.forbesafrica.com/wp-content/uploads/2020/10/dion-5-80x80.jpeg 80w, https://cms.forbesafrica.com/wp-content/uploads/2020/10/dion-5-600x591.jpeg 600w, https://cms.forbesafrica.com/wp-content/uploads/2020/10/dion-5.jpeg 1125w" sizes="(max-width: 286px) 100vw, 286px" /><figcaption>(Photo supplied)</figcaption></figure></div>



Known to her followers as the ‘Queen of Cowries’, Dion’s creations were closely aligned with Beyoncé’s inspiration for Black Is King: wanting black Africans to reconcile and embrace African heritage, culture, and spirituality.



“They are artworks in a way, a material representation of dreams I had way before I started the brand. I wanted to do something that emanated from African spirituality,” she says.



Dion designed over 20 pieces for the project and had each piece made by hand in collaboration with local artisans. A dozen of those pieces feature in a song in the film: Brown Skin Girl, My Power, and Water.



<blockquote class="wp-block-quote is-style-large is-layout-flow wp-block-quote-is-layout-flow">“I feel very grateful&#8230; It means a lot to a young African designer like me. It’s a sort of confirmation that my art has power and that many creatives around the world connect with it,” Dion adds.</blockquote>



The pearl and cowrie statement Lagbaja headpiece created by Dion and worn by Beyoncé in her Spirit music video retails at $270.40. Dion describes this particular piece as a “celebration of women as creative, divine, mystical, protective beings”.



<div class="wp-block-image"><figure class="aligncenter size-large is-resized"><img loading="lazy" decoding="async" src="https://www.forbesafrica.com/wp-content/uploads/2020/10/dion-3-1024x1012.jpg" alt="" class="wp-image-48320" width="318" height="315" srcset="https://cms.forbesafrica.com/wp-content/uploads/2020/10/dion-3-1024x1012.jpg 1024w, https://cms.forbesafrica.com/wp-content/uploads/2020/10/dion-3-300x297.jpg 300w, https://cms.forbesafrica.com/wp-content/uploads/2020/10/dion-3-150x150.jpg 150w, https://cms.forbesafrica.com/wp-content/uploads/2020/10/dion-3-768x759.jpg 768w, https://cms.forbesafrica.com/wp-content/uploads/2020/10/dion-3-80x80.jpg 80w, https://cms.forbesafrica.com/wp-content/uploads/2020/10/dion-3-600x593.jpg 600w, https://cms.forbesafrica.com/wp-content/uploads/2020/10/dion-3-100x100.jpg 100w, https://cms.forbesafrica.com/wp-content/uploads/2020/10/dion-3.jpg 1125w" sizes="(max-width: 318px) 100vw, 318px" /><figcaption>(Photo Supplied)</figcaption></figure></div>



Senegalese-born designer and founder of Dakar Fashion Week, Adama Amanda Ndiaye, wanted to make sure Beyoncé was adorned in a yellow as bright as the African sun in Brown Skin Girl.



<div class="wp-block-image"><figure class="alignright size-large is-resized"><img loading="lazy" decoding="async" src="https://www.forbesafrica.com/wp-content/uploads/2020/10/Oshun-Beyonce-Black-is-King.jpg" alt="" class="wp-image-48327" width="377" height="251" srcset="https://cms.forbesafrica.com/wp-content/uploads/2020/10/Oshun-Beyonce-Black-is-King.jpg 1000w, https://cms.forbesafrica.com/wp-content/uploads/2020/10/Oshun-Beyonce-Black-is-King-300x200.jpg 300w, https://cms.forbesafrica.com/wp-content/uploads/2020/10/Oshun-Beyonce-Black-is-King-768x512.jpg 768w, https://cms.forbesafrica.com/wp-content/uploads/2020/10/Oshun-Beyonce-Black-is-King-600x400.jpg 600w" sizes="(max-width: 377px) 100vw, 377px" /><figcaption>(Still from Black is King)</figcaption></figure></div>



“African fashion is for sure more out there now. As a designer and fashion entrepreneur, it’s always a pleasure to expand our brand name and vision. So being able to collaborate with an iconic superstar does help shine light on us and is uplifting,” Ndiaye says. &nbsp;



Coming from a West African country known as vibrant and colorful, Ndiaye emphasizes she wants nothing more than to “promote female entrepreneurship in Senegal and Africa”.



<div class="wp-block-image"><figure class="alignright size-large is-resized"><img loading="lazy" decoding="async" src="https://www.forbesafrica.com/wp-content/uploads/2020/10/SKETCH-1012x1024.jpg" alt="" class="wp-image-48329" width="281" height="284" srcset="https://cms.forbesafrica.com/wp-content/uploads/2020/10/SKETCH-1012x1024.jpg 1012w, https://cms.forbesafrica.com/wp-content/uploads/2020/10/SKETCH-296x300.jpg 296w, https://cms.forbesafrica.com/wp-content/uploads/2020/10/SKETCH-768x777.jpg 768w, https://cms.forbesafrica.com/wp-content/uploads/2020/10/SKETCH-80x80.jpg 80w, https://cms.forbesafrica.com/wp-content/uploads/2020/10/SKETCH-300x304.jpg 300w, https://cms.forbesafrica.com/wp-content/uploads/2020/10/SKETCH-600x607.jpg 600w, https://cms.forbesafrica.com/wp-content/uploads/2020/10/SKETCH-100x100.jpg 100w, https://cms.forbesafrica.com/wp-content/uploads/2020/10/SKETCH.jpg 1500w" sizes="(max-width: 281px) 100vw, 281px" /><figcaption>Sketch by Loza Maléombho (Photo Supplied) </figcaption></figure></div>



“I feel great, of course, because Beyoncé is an icon not only in the music industry but also for the fashion industry,” she says.



Also basking in the glory of the success of Black is King is Abidjan-born designer, Loza Maléombho, who designed a piece dubbed by Harper’s Bazaar as one of the best looks in the visual album.&nbsp;



The graphic, black-and-white ensemble with gold hardware worn by Beyoncé in Already (part of the film) has received much praise from social media.



<blockquote class="wp-block-quote is-style-large is-layout-flow wp-block-quote-is-layout-flow">“I am grateful for the visibility&#8230; It happened with a spike of sales of well over 300%, which is why gratitude is a prominent feeling overall,” Maléombho says.</blockquote>



<div class="wp-block-image"><figure class="aligncenter size-large is-resized"><img loading="lazy" decoding="async" src="https://www.forbesafrica.com/wp-content/uploads/2020/10/thumbnail_image0.jpg" alt="" class="wp-image-48324" width="457" height="527" srcset="https://cms.forbesafrica.com/wp-content/uploads/2020/10/thumbnail_image0.jpg 555w, https://cms.forbesafrica.com/wp-content/uploads/2020/10/thumbnail_image0-260x300.jpg 260w, https://cms.forbesafrica.com/wp-content/uploads/2020/10/thumbnail_image0-300x346.jpg 300w" sizes="(max-width: 457px) 100vw, 457px" /><figcaption>Jacket by Maléombho. Earrings by L’Enchanteur. (Photo Supplied)</figcaption></figure></div>



It’s not difficult to see where Beyoncé may have had her inspiration from to use Maléombho in this project, as former Destiny’s Child member Kelly Rowland, who also featured in Black is King, had worn a Prussian-blue geometric structured ensemble by Maléombho in June 2019.



“The future of my brand is going to depend on the structure of the industry in Africa overall. Because with growing sales, I need to find solutions for sourcing and production. I don’t want to produce outside of Africa,” Maléombho adds.



She remains hopeful that even with Covid-19, it has provided an opportunity for the fashion industry in Africa to grow collective and collaborative initiatives.



“We [the fashion industry] are more connected, more communicative amongst ourselves. We are engaging in more conversations to find solutions for the future of our industry,” she says. “Africa has a young labor force capacity that if directed intelligently can help propel the fashion industry in the right direction.”



Maléombho’s piece in Already was paired with jewelry pieces created by L’Enchanteur. The mastermind behind this brand are the identical twins, designers Dynasty and Soull Ogun, whose accessories were also seen in the Mood 4 Eva part of the film. Though born in Brooklyn, New York, the twins say their pieces are inspired by their Nigerian and Caribbean heritage.



<div class="wp-block-image"><figure class="aligncenter size-large is-resized"><img loading="lazy" decoding="async" src="https://www.forbesafrica.com/wp-content/uploads/2020/10/thumbnail_image1-1024x532.jpg" alt="" class="wp-image-48325" width="485" height="252" srcset="https://cms.forbesafrica.com/wp-content/uploads/2020/10/thumbnail_image1-1024x532.jpg 1024w, https://cms.forbesafrica.com/wp-content/uploads/2020/10/thumbnail_image1-300x156.jpg 300w, https://cms.forbesafrica.com/wp-content/uploads/2020/10/thumbnail_image1-768x399.jpg 768w, https://cms.forbesafrica.com/wp-content/uploads/2020/10/thumbnail_image1-600x311.jpg 600w, https://cms.forbesafrica.com/wp-content/uploads/2020/10/thumbnail_image1.jpg 1125w" sizes="(max-width: 485px) 100vw, 485px" /><figcaption>(Photo Supplied)</figcaption></figure></div>



“Our brand is a lifestyle that encompasses mysticism, science, fairy tales, and a lot of folklore. And this is inspired by our parents’ background,” Soull says. “My dad is Nigerian and his tribe is Yoruba and our mother is Caribbean from the West Indies&#8230; And we were born in Brooklyn, Flatbush. So there&#8217;s all of this mixture. And I think there&#8217;s like a little bit of folklore within that mixture for us.”



The twins created the pieces for Black is King and sent them over to Akers in 2019, unaware of when the film would come out and what pieces would be used.



The ‘unknown’ was the most exciting part of this process for the Oguns because when finally the project was released, they got to watch the final product for the first time like any viewer. The only difference was that not everyone who viewed it got to see how their jewelry was curated into multiple looks in the film.



And they are still in disbelief.



“It comes in waves for me. I was in the car the other day and a Beyoncé song came on and I was like ‘yo, there is this whole film and Beyoncé is really wearing our stuff’,” says Soull.



<blockquote class="wp-block-quote is-style-large is-layout-flow wp-block-quote-is-layout-flow">“When we were creating the work, I don’t think any of us anticipated the climate we would find ourselves in [the Black Lives Movement] but that being said, I think when we were creating these pieces, it feels like it was almost a foreshadowing without any of us knowing it.”</blockquote>



“With this visual album, I wanted to present elements of black history and African tradition, with a modern twist and a universal message, and what it truly means to find your self-identity and build a legacy,” Beyoncé said.



The ode to African fashion continues, transcending borders, even in these Covid times.



<figure class="wp-block-image size-large"><img loading="lazy" decoding="async" width="640" height="370" src="https://www.forbesafrica.com/wp-content/uploads/2020/10/thumbnail_image2.jpg" alt="" class="wp-image-48326" srcset="https://cms.forbesafrica.com/wp-content/uploads/2020/10/thumbnail_image2.jpg 640w, https://cms.forbesafrica.com/wp-content/uploads/2020/10/thumbnail_image2-300x173.jpg 300w, https://cms.forbesafrica.com/wp-content/uploads/2020/10/thumbnail_image2-600x347.jpg 600w" sizes="(max-width: 640px) 100vw, 640px" /><figcaption>Jewelry pieces by L’Enchanteur (Photo Supplied)</figcaption></figure>

Untitled-1

King And Queen: Beyoncé Takes Africa To The World

Last weekend, close to 1,000 residents flocked to two middle schools in predominantly black Houston communities, waiting patiently in their cars to receive free COVID-19 testing.&nbsp;



Unlike many other cities nationwide, Houston has had free testing available to the public but “some people, definitely minorities because we are overlooked, just aren’t aware or aren’t taking it seriously,” Tina Knowles-Lawson, a Houston native herself, tells&nbsp;Forbes.



That lack of awareness in the community inspired Knowles-Lawson to create the <a rel="noreferrer noopener" href="https://www.beyonce.com/article/beygood-houston-covid19-mobile-testing/" target="_blank">#IDIDMYPART</a> campaign. Launched in partnership with daughter Beyoncé and her BeyGOOD initiative, the campaign encourages black and brown residents—the demographic <a rel="noreferrer noopener" href="https://www.tmc.edu/news/2020/05/coronavirus-connection-a-texas-medical-center-continuing-update/" target="_blank">that’s dying at a faster rate</a> than any other in the state—to seek free COVID-19 testing. The campaign ran two testing locations on May 8 and 9, 2020, with plans to recruit celebrities in other cities to continue the initiative in the weeks and months to come.



<figure class="wp-block-image size-large"><img loading="lazy" decoding="async" width="960" height="540" src="https://www.forbesafrica.com/wp-content/uploads/2020/05/960x0.jpg" alt="" class="wp-image-45264" srcset="https://cms.forbesafrica.com/wp-content/uploads/2020/05/960x0.jpg 960w, https://cms.forbesafrica.com/wp-content/uploads/2020/05/960x0-300x169.jpg 300w, https://cms.forbesafrica.com/wp-content/uploads/2020/05/960x0-600x338.jpg 600w, https://cms.forbesafrica.com/wp-content/uploads/2020/05/960x0-768x432.jpg 768w" sizes="(max-width: 960px) 100vw, 960px" /><figcaption>A #IDIDMYPART testing site. BEYGOOD/#IDIDMYPART</figcaption></figure>



“It&#8217;s associated with Beyoncé, in some way, so it’s a cool thing, you know?” says Knowles-Lawson. “And it’s working, because people are still going to testing sites.”



The testing locations kept that cool factor in mind. As volunteer medical professionals from the United Memorial Medical Center administered tests (the hospital is following up with each individual attendee), DJs spun the latest hits from Beyoncé and other artists. And on their way out, attendees were given vouchers to two of Houston’s most popular restaurants: Frenchy’s and Burns Original BBQ. “You didn’t have to get in your head about the test; it wasn’t so sterile,” says Knowles-Lawson. “It was almost like a celebration of getting tested. We wanted to take away the stigma.”



Knowles-Lawson also wanted to stress health and wellness more holistically, so other products including vitamins, grooming supplies, toilet paper, gloves and masks were also handed out, thanks in part to the campaign’s partners including Procter &amp; Gamble, Matthew 25 Ministries, supermarket chain H-E-B and TWC Logistics Trucking. 



<figure class="wp-block-image size-large"><img loading="lazy" decoding="async" width="960" height="523" src="https://www.forbesafrica.com/wp-content/uploads/2020/05/beygood.jpg" alt="" class="wp-image-45262" srcset="https://cms.forbesafrica.com/wp-content/uploads/2020/05/beygood.jpg 960w, https://cms.forbesafrica.com/wp-content/uploads/2020/05/beygood-300x163.jpg 300w, https://cms.forbesafrica.com/wp-content/uploads/2020/05/beygood-600x327.jpg 600w, https://cms.forbesafrica.com/wp-content/uploads/2020/05/beygood-768x418.jpg 768w" sizes="(max-width: 960px) 100vw, 960px" /><figcaption>Cars lined up at an #IDIDMYPART testing site. COURTESY OF BEYGOOD/#IDIDMYPART</figcaption></figure>



“People are getting upset when they see people with no mask on, but a lot of people just don&#8217;t have them,” says Knowles-Lawson.



That the campaign took place on Mother’s Day weekend was just a coincidence, but was still a fitting time for the mother-daughter collaboration to launch. Knowles-Lawson, who grew up impoverished in Galveston, Texas, has always sought to instill the give-back mentality in her daughters, Beyoncé and Solange. “It was five kids at home, and my sister had eight children, and they were always at our house—our little two-bedroom house,” recounts Knowles-Lawson, with a laugh. “But my mom could stretch a piece of steak. She just shared all the time. I never forgot that.” Once they were old enough, Beyoncé and Solange were continuing the family’s acts of service, spending their Sundays feeding Texas’ homeless community after church.&nbsp;



<figure class="wp-block-image size-large"><img loading="lazy" decoding="async" width="960" height="539" src="https://www.forbesafrica.com/wp-content/uploads/2020/05/beygood-3.jpg" alt="" class="wp-image-45263" srcset="https://cms.forbesafrica.com/wp-content/uploads/2020/05/beygood-3.jpg 960w, https://cms.forbesafrica.com/wp-content/uploads/2020/05/beygood-3-300x168.jpg 300w, https://cms.forbesafrica.com/wp-content/uploads/2020/05/beygood-3-600x337.jpg 600w, https://cms.forbesafrica.com/wp-content/uploads/2020/05/beygood-3-768x431.jpg 768w" sizes="(max-width: 960px) 100vw, 960px" /><figcaption>A sign at the #IDIDMYPART testing site. BEYGOOD/#IDIDMYPART</figcaption></figure>



Beyoncé’s also teamed up with Twitter CEO Jack Dorsey&nbsp;<a href="https://www.forbes.com/sites/janicegassam/2020/04/25/beyonce-and-twitter-ceo-jack-dorsey-announce-6-million-covid-19-relief-to-support-mental-health/#6cd97cd26469">to donate $6 million</a>&nbsp;in support of mental health and wellness organizations in Houston, New York, New Orleans and Detroit.



And the #IDIDMYPART campaign isn’t limited to Houston. It’s challenging other celebrities to continue the initiative in other cities nationwide. Several have already answered the call. Tyler Perry has vowed to implement the initiative in Atlanta, Octavia Spencer aims to set up sites across Mississippi, and Cookie and Magic Johnson will lead the charge in Detroit.



“Nothing would make me happier than to see people use their platforms to get this information out,” says Knowles-Lawson. “People are getting testing who wouldn’t otherwise. We can keep the momentum going.”



&#8211; <a href="https://www.forbes.com/sites/briannegarrett/">Brianne Garrett</a>, Forbes Staff, <a href="https://www.forbes.com/forbeswomen">ForbesWomen</a>

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Beyoncé And Tina Knowles-Lawson Are Accelerating Coronavirus Testing In Underserved Communities—And Challenging Other Celebrities To Do The Same

The biggest year of Queen B’s career comes courtesy of a massive tour. The superstar singer played 95 shows, bringing in an average $2.4 million per city, according to Pollstar. She also dropped her most innovative album. Titled simply Beyoncé, the record hit iTunes in December with barely any publicity; the single Drunk in Love has already sold more than one million copies.
But Beyoncé doesn’t stop with music – she’s built a small business empire. She earns millions endorsing companies like H&amp;M and Pepsi. She has a line of fragrances with names like Heat, Rise and Pulse, and then there’s her clothing company House of Dereon, which features jeans, shoes and accessories. All together, we estimate that Beyoncé earned $115 million between June 1, 2013 and June 1, 2014.
The singer is embarking on another big year highlighted by her first world tour with her husband, Jay Z. Their On The Run tour, which kicked off June 25 in Miami, will be short (only 20 dates are set) but lucrative for the pair, who can claim the crown as the most powerful celebrity couple in the world.
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Jay Z also places high on the Celebrity 100 this year, in sixth place with an estimated $60 million in earnings. That comes from a variety of sources, including his latest album, Magna Carta … Holy Grail; dozens of live shows; his growing Roc Nation empire and business ventures ranging from his 40/40 nightclub chain to his D’Ussé cognac.
FORBES’ annual Celebrity 100 list ranks the top stars from the worlds of movies, TV, music, sports, books and modeling based on money and fame.
We estimate earnings by talking to lawyers, producers, agents and other in-the-know folks to figure out how much over 200 celebrities earned from entertainment-related business in the past year. That includes things like music sales, upfront pay on movies and endorsement work. Our time frame for earnings this year is June 1, 2013 to June 1 2014. We don’t deduct for things like taxes, agent fees or the other expenses associated with being a celebrity.
We measure fame in a variety of ways. We count how many times each celebrity was mentioned in print, on TV and radio. We factor in a score from StarCount for social media power over 12 platforms including Twitter, Facebook and YouTube. This year we’ve also added an impact score, similar to the one we use for our Power Women list. Based on reporting by our editorial staff, the number measures the impact each celebrity has on the entertainment industry and our culture overall. We put all of those numbers into an algorithm to come up with our final list. Justin Bieber had the highest ranking for social networking power but because of his low impact this year, he only ranked 33rd on our list, down from ninth last year.
In second place, is LeBron James. We estimate that the basketball player earned $72 million last year. James recently announced that he’s opting out of his contract with the Miami Heat to become a free agent. That could mean an even richer payday for James, who earns big endorsing companies like Coca-Cola and McDonald’s — or not if he decides to sacrifice salary to build a stronger roster around him.
In third place is Dr. Dre, who earned more in the past 12 months than anyone in the history of the Celebrity 100. We peg Dre’s earnings at $620 million thanks to Apple’s purchase of his Beats by Dre for $3 billion. Last year’s No. 1, Oprah Winfrey, falls to fourth place this year with an estimated $82 million in earnings. The talk show host’s eponymous cable network, OWN, is finally turning around (it became cash-flow positive in 2013) and Winfrey helped make Lee Daniel’s The Butler a hit. But the three celebrities ranked above her just have more influence and power at this moment.
Rounding out the top five is another talk show host, Ellen DeGeneres, who we estimate earned $70 million in the last 12 months. The new queen of daytime TV broke the Internet this year when she posted what has become the most famous ‘selfie’ of all time. Aside from the ratings success of The Ellen DeGeneres Show, the 56-year-old is beefing up her producing roster. Her production company is working on pilots for the CW and NBC, and cable network HGTV will air a DeGeneres-produced design competition series next year.

Tag: Beyonce Knowles

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