JWANENG: Russell Simmons, the godfather of hip-hop music and founder of the Def Jam music label this week said that diamonds should be marketed as the symbol of unconditional love.
In a whirlwind trip to Jwaneng on Tuesday, Simmons called for the creation of a new story to market the transparency of Botswana’s diamonds. He said “we can decide the message we want to carry about the good diamonds have done here.” Simmons also pointed out that hip hop was a powerful means of communication and could reach many people.
Simmons was accompanied by Debswana Deputy Managing Director Len Makwinja and De Beers Botswana Chief Executive Sheila Khama. His entourage included Dr Ben Chavis, President of Hip-Hop Summit Action Network one of Russell’s philanthropic organizations; Scott Rauch, the President of Simmons Jewelry Co, Russell’s jewelry company; and Gary Foster the Vice President, Rush Communications.
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