Culture Jam

Culture Jam originated as a charitable hip-hop initiative spearheaded by Kawhi Leonard, who enlisted music and sports personalities to back emerging athletes from underserved areas. The basketball professional served as executive producer for the project’s output, which encompasses the 2021 release Kawhi Leonard Presents: Culture Jam, Vol. 1 alongside several standalone singles.

The effort first surfaced in May 2021 through an initial announcement, after which “Everything Different” appeared that same week. Rod Wave and YoungBoy Never Broke Again supplied the track’s introspective and uplifting vocals, while its video spotlighted high school hoops standout Mikey Williams. Proceeds from the single were partially directed to the Mamba & Mambacita Sports Foundation, founded “through the vision and loving memory of Kobe and Gianna 'Gigi' Bryant.” Preceding the seven-track EP Kawhi Leonard Presents: Culture Jam, Vol. 1—timed to the opening round of that October’s NBA playoffs—were the singles “Waves” and “Bestie,” which incorporated Gunna, Polo G, A Boogie wit da Hoodie, and Capella Grey. The 2022 single “OK” followed, pairing Ghanaian-Dutch rapper Frenna with French rapper Bramsito. Culture Jam resurfaced in July 2024 via “Can't Get Enough,” a casually confrontational cut on which BIA, Lakeyah, and Flau'jae exchange verses.