Shaq & Kendrick Lamar Discuss Teaming Up to Support Small Businesses

This story was originally published on Forbes.com

Small businesses have always been a cornerstone of the American economy. Since 1995, small businesses have created 64% of new jobs, and 44% of total private payroll. Small businesses also account for over 50% of high-tech employment in the United States. More than boosting local economies by creating jobs, encouraging entrepreneurship and directing funds toward innovation -- small businesses are about building personal connections amongst consumers, establishing a sense of loyalty that unites people from all walks of life who share the same desires.

In today's enterprise economy, where people are empowered to build businesses and have immediate access to an abundance of resources, the importance of supporting small businesses is more evident than ever. Few initiatives express the truth of this sentiment more tangibly than Small Business Saturday.

Kicking off the Holiday shopping season, sitting between Black Friday and Cyber Monday, Small Business Saturday stands as American Express' largest and longest running campaign. In 2014, the National Federation of Retail Sales estimated a staggering $616.9 billion in retail spending between the months of November and December. According to a study conducted by the National Federation of Independent Businesses, Small Business Saturday generated an estimated $5.7 billion nationwide in 2013 alone. Since 2014, over 1.6 million new merchant locations have been officially included in Small Business Saturday.

This year, American Express joined forces with four-time world champion and NBA icon Shaquille O’Neal for the Shop Small campaign, encouraging card holders to spend with small businesses and earn double rewards in return. In a series of funny short-form videos, Shaq invites celebrity friends to check out local storefronts in different cities across the country.

The series adds a humorous twist to highlighting the important role these companies play in advancing the economy. “Shaq is one of the most recognizable athletes in the world, and we’re stoked to be working with him to help encourage people to support small businesses this holiday season,” stated Brad Minor, VP of Global Brand Partnerships and Experiential Marketing at American Express.

In the first installment, Shaq is joined by Grammy Award-Winning emcee Kendrick Lamar at Soaptopia in Los Angeles, where the two tested soap scents, created their own, and completed a casual yet comedic local shopping experience.

I spoke with Shaq and Kendrick Lamar about collaborating on the campaign, empowering underserved communities and the importance of investing in small businesses.

What was the experience like collaborating with another Los Angeles legend like Shaq for this series? 

Kendrick Lamar: That’s what made it the best for me. I’ve always been a fan of Shaq, for his skill level on and off the court. So, being able to do a collaboration with him and make it as natural as possible, in one of the most awkward settings possible [laughs], made the experience that much more fun.

Kendrick is an artist who represents progress and empowering communities — What makes his involvement in this campaign so valuable? 

Shaq: His involvement adds a lot of value, especially for our communities. For a guy like Kendrick to make it to where he is now from an area like Compton is incredible by itself, and what he has represented throughout his career is very important. For us to collaborate on this, and him to say even though I’m Kendrick Lamar, a big time star, I’ll still show up and support small businesses. That's a testament to the type of person he is.

Your movement speaks to uplifting communities and giving people hope -- How important is it to support and invest in small businesses?

Kendrick Lamar: TDE itself is a small business. Looking at all the work that I’ve put in from the ground up, and all of the work us, as a company, put in from the ground up – we know how much leverage and groundwork we have to do. Being able to recognize that in other small businesses is something I’ve always looked at and wanted to put out to the people, letting them know you have to step out and support these businesses; especially the mom and pop stores that do things nobody ever really gets to see. They’re supporting not only themselves, but also supporting their entire community.

American Express has created a true national movement with Small Business Saturday -- What sparked your personal interest in being the face of such a big campaign to support small businesses? 

Shaq: I've been a card member since 1992, so American Express has been a part of my life from when I began my NBA career to today. I'm excited to partner with such a globally respected brand that has supported small businesses for more than 25 years. As a businessman myself, I understand how important it is for our communities to shop small and have a personal stake in supporting American Express’ campaign. We're just encouraging cardmembers to go out and support small businesses, and be rewarded for giving back to communities.

Being very particular and intentional with choosing your brand partners -- What makes this partnership so valuable for you?

Kendrick Lamar: AMEX has always been a brand of longevity, and a brand that has always been respected around the world. That’s something I’ve always prided my music on. Anytime I do a collaboration with a brand, they always need to embody those two points: respect and longevity. My movement is shaped by being able to connect with the community, and that’s what it’s all about. If people feel like they can’t connect with something, no matter what it is -- if it’s a brand, a music video, or a song – then they’re not buying it and they’re not caring for it. My leverage has always been that my voice gives a level of hope to the people I speak for, and people around the world. When I see that it’s organic, as it relates to kids out there connecting to the music, the outcome is only going to be right, and it’s only going to be a real situation.

I believe that cultural capital is becoming more valuable than a dollar -- How should creators like yourself be thinking about leveraging your influence to shape the world you want to see?

Kendrick Lamar: Leveraging your influence is about always being active. You can’t just talk about it, you have to be in the soil, you have to be in the mix. That means being active in the communities and being active with these kids out here. Anytime I partner with a brand or have some type of influence on my next venture, it always has to point back to where I come from and where people can relate to it.

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