The initiative, which launched on Wednesday, features a contest that can give 5 artists from the worlds of style, movie, music and visible arts an opportunity to be mentored by Rae and obtain considered one of 5 $10,000 test to fund their next artistic enterprise.
Rae stated she determined to take part in the effort as a result of it aligns with the mission of her personal manufacturing firm, Hoorae, which strives to find and provides a platform to storytellers from underrepresented backgrounds who Hollywood has usually neglected in the previous.
“I have so much admiration for LIFEWTR just because they’ve been championing diversity since they started as a company in 2017,” Rae advised NCS Business over the weekend. “To be able to shine a light on people across these various industries and give them a platform to showcase their work, and not only give them a platform, but pay them to commission their work, just felt like everything I want to do and more.”
“When unseen artists are seen, it inspires the next generation of creatives by shining a light on the problem,” stated Zach Harris, vp of promoting for PepsiCo Beverages North America’s water portfolio. “It’s really giving hope and awareness for the next generation.”
Contest rivals should submit their artistic work on Instagram utilizing the hashtag #LifeUnseenContest. PepsiCo stated the 5 contest winners will probably be introduced a while throughout the summer time.
Rae stated she could also be trying to rent a few of the competing artists. She stated she already signed a take care of Atlanta recording artist Yung Baby Tate after LIFEWTR launched beforehand.
“She was the second artist we signed,” Rae stated. “I’d loosely been following her music. I just became an instant fan.”
The likelihood to mentor various creatives is a full circle journey for Rae, who recalled the encouragement she felt after writing a letter pitching her first screenplay at the age of 16 to “Love & Basketball” screenwriter Gina Prince-Bythewood in 2001.
“She wrote me back not knowing who I was,” Rae stated. “I still have that email because it inspired me.”