Prime Dawg Leisure delivered extra than simply music this vacation season, donating an estimated $2 million price of toys, clothes and companies throughout its twelfth annual TDE Christmas live performance and neighborhood celebration in Watts, California.
The 2-day occasion, held on December 18 and 19 at Nickerson Gardens, drew 8,000 attendees and featured performances by SZA, Jay Rock, Isaiah Rashad, SiR, Ab-Soul, Ray Vaughn, and others, with shock appearances by Dr. Dre, Snoop Dogg, Kendrick Lamar, Monica, and Mario.
The live performance, a staple in South Los Angeles, was paired with a large neighborhood giveaway. Households obtained toys, sneakers, clothes and entry to assets, together with a job truthful, free haircuts, youth sports activities, holiday-themed installations and even a snow zone.
“TDE Christmas began as one thing deeply private. Children from Nickerson Gardens giving again to the identical neighborhood that raised us,” mentioned Brandon “Large B” Tiffith, President of Prime Dawg Love The Children and TDE Chief Advertising and marketing Officer. “We had been simply attempting to point out up for our neighborhood. Now, twelve years in, it’s grown right into a motion powered by our artists, our companions, and our neighborhood. With Prime Dawg Love the Children, we’re in a position to flip success into service and make an affect at a scale that also feels private. Watching households return 12 months after 12 months reminds us that this isn’t simply an occasion, it’s a legacy.”
The occasion additionally included a job truthful, in partnership with the Housing Authority of the Metropolis of Los Angeles’ Watts WorkSource Middle, which supplied employment alternatives and reentry pathways for previously incarcerated people.
“Twelve years in, this live performance and toy drive remains to be some of the significant issues we do,” mentioned TDE President Anthony “Moosa” Tiffith Jr. “It’s our method of exhibiting love the place it issues, ensuring children really feel seen, celebrated, and excited throughout a time of 12 months that ought to really feel particular. From sneakers and garments to toys and reside performances, it’s about creating moments they’ll bear in mind. It began in our neighborhood, however the doorways are open to everybody. What issues most is the enjoyment we share and the recollections we assist create.”
Final 12 months’s occasion drew a record-breaking 12,000 individuals, and this 12 months’s turnout and donations mirror the label’s ongoing dedication to Watts. Since its founding in 2004 by Anthony “Prime Dawg” Tiffith, TDE has grown right into a powerhouse in Hip-Hop and R&B, with a roster that features Grammy-winning and chart-topping expertise.
This 12 months’s vacation programming was supported by sponsors together with Dwell Nation, Jakks Pacific Toys, Crimson Bull, UGG, iHeartMedia, SiriusXM, Nike, Amazon Contemporary, and the Los Angeles Rams.
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