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Keyes has written a book, “Education Is Freedom.” But what propelled him into becoming an influencer was an interview about his career and life lessons with The School of Hard Knocks, a social media account that bills itself as “a university for everyone.” The interview has been viewed 25 million times on Instagram, TikTok and Facebook.
“I discovered it caught on from a combination of speaking to the kids where they are, which is social media, and leveraging my history with two iconic brands,” Keyes told me. “Normally a guy who looks or sounds like me would never have a voice with that audience,” he added. “I’m trying to bring to young people those things that you and I wish someone had told us when we were 17 or 18 years old.”
That brings me to Flau’jae, the stage name of Flau’jae Johnson. She grew up in Savannah, Ga. Her father, a rap artist named Camouflage, was shot to death before she was born. She took up hip-hop as a child and performed on “America’s Got Talent” at age 14. She was also blossoming into a basketball star. Her team, the Louisiana State University Tigers, won the national championship last year. She has endorsement deals with Puma, Meta, Taco Bell, JBL and Powerade.
I wanted to understand what Flau’jae hopes the song she worked on with TIAA will accomplish and how she thinks of personal finance in her own life. Here’s our email exchange:
What message were you trying to convey in “Paper Right”?
“Paper Right” is all about waking people up to the power of financial literacy and the importance of building generational wealth. Wyclef, myself, Lola Brooke, Capella Grey, and Pusha T all wanted to flip the script, you know? It’s not just about having money, but about making smart moves with it. It’s about setting yourself and the next ones up for success, breaking cycles and building legacies.
Do you think the message is getting through?
I really do think it’s starting to hit home for a lot of people. Music has this way of breaking down walls and getting conversations started. When fans vibe to “Paper Right,” they’re not just hearing beats and bars; they’re able to hear relatable music. I have had a lot of people come up to me personally and tell me that they love the song and it made them think twice about their money and their plans with it. That’s when I feel like an impact is being made. I like for my music to be meaningful.
Can you give me specific examples of how the message is getting through, or not getting through?
Oh, for sure. I’ve had deep convos with friends, family and teammates who never thought twice about saving or investing. Now, they’re asking questions, wanting to learn more. Social media has been a good way to spread the word too, with fans sharing how the song got them thinking differently about money. Of course, there are skeptics, people who think it’s all talk, but the dialogue’s started, and that’s what matters.
People associate rap with spending on fancy clothes, cars, jewelry, etc. Are you afraid that if you rap about saving money you’re going to turn off the audience?
Not at all. I think it’s all about balance and being true to yourself. Sure, rap has that flashy side, but it’s also a platform to speak your truth and inspire. If I can show that being smart with your money is just as cool, then I’m doing my part. There’s room in the culture for all kinds of messages, including financial empowerment.
How are you managing your money? Have you treated yourself to some nice things? Are you focusing on saving? Or a little of each?
I’m definitely trying to strike that balance. I’ve treated myself here and there, ’cause it’s important to enjoy the fruits of your labor, right? But I’m big on saving and investing too. I’m always learning, always trying to make smarter financial decisions. It’s like, enjoy the now but never lose sight of the future. I’m trying to build generational wealth for my family so making smart decisions for the long term is important to me.
Anything special you’re saving up for?
Yeah, I’ve got dreams, big ones. I’m saving up not just for things but for experiences and opportunities. I love to travel and to get away with my friends and family. I want to build things that last, whether that’s in business, in the community or for my future family. It’s all about that legacy, leaving something meaningful behind.
One song isn’t enough to put people on the path to financial freedom — to “retire inequality,” as TIAA puts it — but I agree with Flau’jae that starting a conversation is a powerful thing.
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