Billboard spoke to Jimmy Iovine, Pharrell Williams and D Smoke about how they're empowering the next generation of entrepreneurs in South LA.
have been plotting to make Inglewood a modernized mecca for sports and entertainment, while increasing property values continue causing the city’s primarily Black and Latinx residents to endure escalating rent prices.
“Traffic is crazy on game day, you know, so the city is making adjustments,” he continues. “There are people getting offers on their homes every day, and these are homes that their grandmother had. You hope that people know there’s an option to stay. There’s still a presence and a voice of people who have been invested in Inglewood for a long period of time.”
“The biggest misconception about Inglewood is that it’s all gang bang, all dangerous,” he adds, which corresponds to Dre’s famous line in his and 2Pac’s1996No. 1 hit “California Love” where he rapped, “Inglewood, always up to no good.” “Inglewood can be hood… but it’s not a ghetto. There’s a culture of hoodness that kind of influences how we move around and how we relate to each other. All in all, Inglewood is a very affluent, cultured, diverse place.
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