Cause Magazine • MARCH/APRIL 2008 21
Russell Simmons, widely known for his association to Def decided that his parent’s career choices were not for him and that
Jam Records is a true American success story. He has had a school was boring. As a result, he soon flirted with gang life and
major influence on our culture and along the way has become a sold illegal and fake drugs to make extra money. He watched his
multi-millionaire with a variety of successful businesses and older brother, Daniel "Danny" Simmons, Jr. -- now a successful
organizations to his credit. He is currently the third richest hip abstract artist -- go to jail for selling drugs. It was during that
hop entertainer, having a net-worth estimate of $325 million. He time that Russell decided that his life wasn't going in a direction
ranks only behind Jay-Z at $547 million and P Diddy at $358 he wanted. Around the same time in the mid-1970s he heard rap
million. Of course, both of these young men learned a great deal music, and his life changed forever.
from Russell Simmons, a trailblazer who parlayed his initial His interest in the revolutionary new music encouraged him
interest in rap music into a diversified corporate business portfo- to get out of trouble and to get involved in the growing scene.
lio with multiple revenue streams. As Jay-Z has said, “Russell is One sweet day in 1977 Russell saw a man named Eddie
the architect of what we do.” Russell is the most important busi- Cheeba whip a club crowd into a frenzy by shouting out rhymes.
nessman in the history of rap music and he continues to take an Watching this totally amazed him. "Just like that, I saw how I
active interest in shaping the direction of today's culture. He could turn my life in another, better way," he writes in his auto-
enjoys being a social, cultural and political force. He is a true biography, “Life and Def: Sex, Drugs, Money + God”. He
innovator, creating a business paradigm that has subsequently says, "All the street entrepreneurship I'd learned selling herb,
proven lucrative for many, particularly for those in the entertain- hawking fake cocaine, and staying out of jail, I decided to put
ment field. "I consider him into promoting music." After
one of the great entrepre- this realization, Russell quit
neurs out there today," his dealing drugs and became a
pal Donald Trump said concert promoter.
once in an interview. "He's a He soon helped to
fabulous guy with a tremen- take the sounds of different
dous understanding of busi- beats and rhymes that were
ness." emerging from New York's
In addition to being the grimmest African American
co-founder of Def Jam neighborhoods and turn
Records, Russell has also them into widely accepted
created and founded other mainstream music. It wasn’t
successful companies. His an easy path to pursue. The
umbrella corporation Rush music industry did not want
Communications includes companies such as Rush Artist to acknowledge or listen to this newfound culture and music.
Management, Run Athletics (an apparel company that produces And after a couple of years, even once a breakthrough was final-
the Legacy and Arthur Ashe shoes), clothing companies - Phat ly made, it was considered just a fad. Music executives consid-
Farm and Baby Phat, the Russell Simmons Music Group, a ered the 1979 smash, "Rapper's Delight" by the Sugarhill Gang
movie production house, television shows such as "Russell a one time novelty. Nevertheless, in 1983, Russell was still plug-
Simmons' Def Poetry Jam” and “Def Comedy Jam”, a magazine, ging away. He wasn't going to let those executives change his
the Simmons Jewelry Company, an advertising agency, Rush vision of hip-hop music, which he planned to grow into some-
Philanthropic Arts Foundation, and the Hip-Hop Summit thing bigger and better than they could imagine.
Action Network to name just a few. There is no stopping Eventually he became a manager and helped to get some of
Russell. He is constantly working and creating. He may be a the first rap singles on the radio. Russell got his biggest break
workaholic mogul and entrepreneur, but he also has a con- when he co-produced Run-DMC, the rap group featuring his
science. He is a person who really believes in giving back. "I want kid brother, Rev. Joseph Simmons, better known as "Run." The
to contribute more to earth than I take away from it," he said in group slowly built up a cult status which grew after the release of
a recent interview. their first album. After lobbing MTV to air Run-DMC videos,
Russell, the middle son of three boys, was born October 4, the group became the first rappers to appear on MTV. They also
1957 in Queens, New York to middle-class parents. His dad became the first to score crossover hits with white audiences, par-
was a teacher and his mom a recreation director. He had a com- ticularly after the ground-breaking rap-rock collaboration "Walk
fortable home, but Russell wanted nice clothes and a more abun- This Way," with heavy-metal band Aerosmith, a well-known
dant lifestyle than what his family could afford so he pursued white rock band. This step increased their exposure to races of
other avenues to get what he wanted. At a very young age he all kinds and introduced rap to people all over the world.
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