The Simmons Jewelry Company's fact-finding mission's report on diamond mining and related operations in South Africa and Botswana, conducted at the "invitation" of the Diamond Information Center, is well-timed to get ahead of Friday's release of Blood Diamond starring Leonardo DiCaprio.
The creation of a non-profit, the Diamond Empowerment Fund with a trademarked D.E.F., and of a fundraising product, Green Initiatives jewelry, nicely ties together such efforts by establishing a long-term platform for good works and good pr.
For some reason, the U.S. government is also worried about Blood Diamond and I'm very curious about their concern. It seems to go a bit beyond protection of U.S. business interests.
In any case, the film will definitely stir up a lot of interest in the history of conflict diamonds and the complicity of current operations in that history, from jewelry companies to national governments, especially among that all important diamond buying demographic, Ladies That Love Leonardo or L.T.L.L.(@).
Of course, except for folks in hip hop who are making money in jewelry, hip hop artists have already successfully insulated themselves from such concerns by repeatedly verifying that "it's all about the Benjamins" while building Bling Nation.
The press release says they're dropping something on YouTube but I couldn't find it. I'm also guessing on the web address of the Diamond Information Center. I'll update.
Related Coverage:
The Boston Globe takes a closer look at the controversy and other industry responses.
Update:
Ok, that above link to the Diamond Information Center is correct and, according to Sekita Ekrek of the DIC, is funded by Diamond Trading Company, the "sales and marketing arm of the De Beers Group".
Here's the Simmons' trip to Africa YouTube video. Oddly enough, though someone has created a RUSHphilanthropic channel and posted a comment as Russell Simmons on the posted video, it was actually posted by 51geelock51 whose other contribution to YouTube is a selection of random pirated tv clips.
There are some mildly deceptive elements here but they aren't clearcut and the PR rep for the DIC does seem to be answering my questions in a straightforward manner so far so I'm not going to assume that this campaign is similar to the Armand charade.
In fact, the story seems to be that DeBeers got Russell Simmons, who has a jewelry company, to go be the frontman for what will be a very difficult campaign.
That's quite a legitimate role but various odd details make it appear as if they're trying to cover their tracks a bit. I'll come back to this in a separate post because I think some of the criticisms directed at Russell are actually unfair, especially when describing him as a diamond industry pawn. He's a participant, not a pawn.
Final Update:
I'll hold other info for a followup but I wanted to clarify here that I did contact the folks at Rush Philanthropic and they clarified that they had approved the YouTube activity though I don't have further details. It really isn't looking like deception so much as poor exection of an initial appearance on YouTube.
I'll come back with a closer look at this campaign and the reason why I consider it a lost opportunity for companies in the diamond industry who are willing to conduct themselves in a responsible manner.
Further ProHipHop Coverage:
2006's Unfinished Agenda: Truth, Justice & Diamonds
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