TIAA: Paper Right | The Martin Agency x Amazon

For the next chapter of TIAA’s #RetireInequality campaign, I joined forces with my old friends at The Martin Agency to help them amplify the staggering statistic that 54% of Black Americans do not have enough savings to retire.

To help close the gap, TIAA partnered with legendary musician and founding member of the Fugees, Wyclef Jean, and a range of collaborators to release an original song called Paper Right. The track is meant to ignite essential conversations about retirement in the one medium you’d never expect to find it—hip hop, long known for its power to spark conversations and movements that influence culture. 

2x Cannes Shortlist

1x SXSW Finalist

1x The One Show Bronze

13x The One Show Shortlist

1x Clios Music Bronze

1x Clios Music Shortlist

1M+ Streams of Paper Right

1.8B Media Impressions

Paper Right features an allstar lineup including Wyclef Jean, Pusha T, Lola Brooke, Capella Grey, and Flau’jae, blending hip hop’s storytelling with an empowering message on generational wealth.

The song serves as an anthem and as a call to action, urging multiple generations to consider their future financial security.

But we didn’t stop at awareness.

TIAA partnered with Amazon Music to create a technology that automatically attached donations to streams of Paper Right.

Any time a fan listened, $1 went to First Generation Investors, a nonprofit teaching high school students how to invest. Suddenly donating to #Retirelnequality was as easy as pressing play.

Debuting on The Tonight Show with Jimmy Fallon, Paper Right earned 1.8B media impressions, drove a 440% increase in visits to TIAA’s RetireInequality.com and brand awareness soared by 63%, marking an all-time high compared to pre-launch levels.