Los Angeles
Ice Cube, the renowned rapper and filmmaker, is making waves not just in music but also in sports and social initiatives. Recently, he’s been focused on his partnership with the NFL through his Contract with Black America (CWBA), which aims to create job opportunities for Black-owned businesses. Since its introduction in 2020, the CWBA has been instrumental in addressing economic disparities and was bolstered by its collaboration with the NFL starting in 2022.
Ice Cube explained that the key focus of CWBA’s partnership with the NFL is to unlock potential in finance, tech, and production sectors. “When they have an opening, they’ll give our people that we’ve put in front of them a shot at getting a job,” he shared. The initiative seeks to remove barriers and ensure that Black-owned companies have a chance in the job market. “All we want is a shot,” he insisted, emphasizing the need for fair opportunities in the industry.
Additionally, Ice Cube is gearing up for the sixth season of his BIG3 basketball league, which offers former professional players a platform to continue their careers in a 3-on-3 format. The league, known for featuring ex-NBA stars, is set to have an expanded 11-week season starting in summer 2025. The BIG3 has transitioned to a city-based model allowing teams to host home games, a significant shift from its original format.
While Ice Cube remains deeply invested in his music, evidenced by his new album “Man Down” rising to the top 10 on Billboard’s rap albums chart, he also looks forward to expanding the CWBA’s impact beyond the NFL. He believes numerous companies should adopt similar initiatives to promote inclusivity and diversity in their workforce.
As we look to the new year, Ice Cube’s insights on facing uncertainty have been refreshing. He encourages individuals to focus on the present rather than worry about the future, reminding us that staying proactive is key to overcoming challenges. Whether through his music, basketball league, or social initiatives, Ice Cube is committed to making a difference.
