Ja Rule talks about new NFT platform and why it’s poised to revolutionize how we appreciate art

Ja Rule has made a career out of making music the world wanted to hear. Now he is leading a new project that aims to change how we look at what we love to watch.

Hip-hop founder and his business partner, Herb Rice, co-founded The Painted House and its first NFT art collection Black is Beautiful, which was minted on July 14th. Black is Beautiful is a stunning portrayal of the raw emotions of black Americans navigating both the joys and struggles of everyday life in America.

The concept is innovative, and on par with where the technology is going, so it makes perfect sense that the smart businessman launched the project. But what he didn’t realize was that he was involved in web3 long before it became a trend. “I’ve always been into collecting memorabilia — celebrity autographed items, sports cards, all of that,” Ja Rule shared with Essence. “So I really got into the digital trading card, which encapsulated important sports moments. Little did I know, until my business partner showed it to me years ago, that these were NFTs that I was buying all this time.”

He said it was a natural progression from being a casual early adopter to wanting to take ownership of the space, but in a way that felt authentic to him: through artwork.”

“I’ve always loved art – I have pieces all over the walls in the house, much to my wife’s dismay,” he joked. “The Painted House is really a manifestation of what I’m really passionate about, beautiful things and technology.”

In partnership with House of First, Black is Beautiful features 1,000 unique, one-of-one collectibles that highlight the work of illustrator Nick Davis. It is described as an amalgamation of “the raw emotions black Americans navigate every day in America.”

Ja Rule also shared that, as a demonstration of his commitment to black education, Painted House has partnered with select HBCUs to empower the next generation of creative entrepreneurs. According to a press release, The Painted House will donate 10 percent of primary sales to five HBCUs: Jackson State University, Morgan State University, Hampton University, Spelman College and Morehouse College.

“This is just the beginning … we definitely aim to do more in that, but we wanted to prioritize a partnership with these institutions out of the gate because they are the pillars of our communities,” Ja Rule said. “It’s about education for me. I want our kids to be proud to attend HBCUs. I want Fortune 500 companies clamoring to get these kids into HBCUs because they are the cream of the crop and that comes with funding. So is it a big donation we give out? No, it’s not a big donation, but it’s the start of many donations.”

The platform was launched alongside notable figures in entertainment, business and sports, including impressive Bam Adebayo (Miami Heat Center, NBA All-Star and Philanthropist); Ashanti (Grammy-winning singer/songwriter); Baron Davis (two-time NBA All-Star, serial entrepreneur and investor); Shira Lazar (Emmy-nominated host, actress, author and blogger); Tanya Sam (tech investor, entrepreneur and media personality); Manouschka Gurrier (celebrity chef); Nely Galan (Latina Media Dynamo, best-selling author and women’s empowerment advocate) and more.

“I’m very proud of what we’ve done with this,” Ja Rule said. “It’s time to change the way we see and appreciate art through the lens of the future.”