Despite the negative media attention given to hip-hop, those involved in the industry are frequently lending their name, money and selves to a vast array of social issues.

One such person is entrepreneur Russell Simmons. One of Simmon's most recent venture, the Simmons Jewelry Company, brought him to Africa on a fact finding mission.

“I am funded by the Diamond information Center and am here to promote the Transparency and Integrity that is found in the conflict free, Greatest Diamonds in the World (which to me represents truth)."

In Depth.

As if one cause was not enough Simmon's also lent his voice on World AID's Day.