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The Street DVD They Never Saw Me Coming project, I was able to make a significant impact in the lives of at-risk youth by rebranding a failing DVD about a reformed Piru Bloods gang member named Kevin Riley, also known as Rolexx. After facing multiple near-death experiences, Rolexx found God and dedicated his life to visiting youth in the most crime-ridden areas of Greater Los Angeles, specifically Inglewood and Compton.
Rolexx used his unique style of “Ghetto Gospel,” which combined Christian-based rap music with contemporary beats to connect with the discerning ears of African American youth. Through my efforts, the DVD was rebranded and successfully sold in churches and street fairs across Southern California. The DVD was a simple, home-style production that documented the steps Rolexx took to communicate with and even turn around some of the most lost individuals struggling with gang life and school. To further expand the reach of the DVD, my team and I launched a physical mailing campaign, sending screening copies and order forms to inner-city churches. This campaign proved to be extremely effective, resulting in the sale of 20,000 copies at $10 each, generating over $150,000 in profits. I am proud to have been a part of this project, which not only generated profits but also had a positive impact on the lives of countless at-risk youth. |