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Leveling the playing field for many who have never had national physical distribution.
As important as getting product placed in retail stores is the need to raise visibility within the retail environment.
Sellassie takes a stand, will not be silenced or compromised and believes that it is important for young black men and women to have someone to be proud of again. Sellassie's music represents survival, freedom and hope. He embodies black street culture alongside the revolutionary spirit of the Black Panthers.