“Homecoming presents an intimate look at Beyoncé’s historic 2018 Coachella performance that paid homage to America's historically black colleges and universities,” according to the official synopsis. “Interspersed with candid footage and interviews detailing the preparation and powerful intent behind her vision, ‘Homecoming’ traces the emotional road from creative concept to cultural movement.”

Beyoncé’s Coachella performance was ranked as an instant classic by fans. Not only did she she electrify with her own hits, she also brought an inferno to the stage with a special dance break to O.T. Genasis’ “Everybody Mad,” which went viral. The trailer for the movie dropped today and shows Bey on and off stage, as well as bands from historically black universities. The film is set to be released on April 17.

Between "Homecoming" and the Ivy Park relaunch with Adidas, 2019 is clearly becoming the year that Beyoncé’s cultural empire expands in new directions, both watchable and wearable.

Adidas may have completed its greatest coup ever, and the signing isn’t even an athlete. On Thursday, the company announced a partnership with Beyoncé and her Ivy Park clothing imprint. The word came in the form or simple Instagram post that flashed “Adidas", “Beyoncé” and “Ivy Park” against a yellow background. Yesterday on the ESPN’s basketball-focused "The Jump,” writer Nick DePaula revealed that the legendary singer has been courted like a premiere athlete by major shoe brands for the last few years. In the end, it appears she has decided to go with the shoe company that Run-DMC rapped about in the 1980s

“For her, it’s more than putting her name on a shoe,” he said. “It’s about having an imprint on the company and an impact as far as diversity.”

DePaula says he heard Reebok really dropped the ball.

“She had a meeting at Reebok and they had a whole presentation of everything, potential products, how this could all look, and she kind of took a step back and said, ‘Is this the team that will be working on my product?” he revealed. “Somebody said, ‘Yes,’ and she said, ‘Nobody in this room reflects my background, my skin color, and where I’m from and what I want to do.’ So, she took a step back and left and then it did not come to terms.”

As for the next superstar that has brands frothing at the mouth, it seems that Duke University basketball superstar Zion Williamson has the lead. He’s projected to declare for the NBA draft soon and widely expected to be the number one pick. In the meantime, it’s Beyoncé who’s rocking the shoe industry’s rim.

Dave East Holds Vigil For Nipsey Hussle

As Nipsey Hussle fans and friends share their grief, nothing can compare to the unfathomable pain his family is going through. Yesterday, his soulmate Lauren London broke her silence regarding Nipsey’s passing. Lauren posted pictures to Instagram of Nipsey with herself, as well as with their children. Nipsey’s grief-stricken queen also shared her heartfelt words that resonates profoundly.

“I am completely lost,'' she wrote. "I’ve lost my best friend. My sanctuary. My protector. My soul ... I’m lost without you. We are lost without you babe. I have no words.”

Nipsey’s close friend and collaborator YG responded on London’s page with a Blue heart emoji and a tear. Tyrese, Gabriel Union, Alicia Keyes and Jennifer Lopez were also among those to comment and send encouragement to London.

Nipsey and London have been together for five years and have a two-year-old son named Kross. Both have other children from previous relationships. The pair were one of the hip-hop and Black community’s most beloved power couples, recently interviewing each other in a hilarious segment for GQ.

Nipsey was killed on Sunday, shot multiple times in front of his Marathon Clothing store in Los Angeles. He was only 33. Yesterday was extremely bittersweet as police apprehended the suspect in the murder Eric Holder.

In related Nipsey news, last night NBA All-Star Russell Westbrook paid a monumental tribute to the fallen hip-hop hero. Westbrook recorded a triple double of 20 points, 20 rebounds and 20 assists. The 60 was a symbolic homage to Nipsey and the Rolling 60s.

“That’s for my n***a, that’s for Nipsey,” Westbrook, a native of LA and close friend of Nipsey said after grabbing his 20th rebound and completing the astounding feat with just a minute left in the game. Other athletes such as LeBron James and Stephen Curry have also expressed their respects for their fallen comrade.

While Hussle was definitely successful in music, including a Grammy nomination, his biggest calling card may turn out to be his community activism. Before his death, he was planning to meet with the LAPD to better relations with police and the black community of LA. He invested heavily into the neighborhood as well from the aforementioned clothing store to restaurants even to a stem cell research center.

People stood on the corner of Crenshaw and Slauson yesterday in disbelief, same as the rest of the hip-hop community. At that intersection sits Marathon Clothing, the site where Nipsey Hussle was fatally shot on Sunday afternoon around 3:20 PT. As the news spread, family, friends and fans flocked to the crime scene to share experiences, grief and outrage.

Nipsey was a leader and a staple in the community, owning several business there, including Marathon Clothing, and employing the local residents. Nipsey was heavily into empowering his people, so the fact that somebody killed him in the very the place where he was trying to cultivate with his dollars, words and actions, makes it that much more shocking. It didn’t feel real, even after reading the news, and even while physically standing there surrounded by police and yellow tape. How could this be?  Another impactful hip-hop star who had so much more to give to the culture — and was willing to do so — has been taken away abruptly and violently. Nipsey was just getting started.

“I was a fan of the music,” said a local fan wearing a “Crenshaw” hat and matching sweatshirt from Nipsey’s brand. “He represented the culture well. Supported the people of the community. I’m [heartbroken].  Just don’t know what to say. Seems like the Lord always taking the good ones. It’s a whole lot of ignorant n----s that… probably don’t need to be walking the face of this earth right now. You had this man out here with a family, actually taking negatives and turning them into positives. That’s what we need to do in the community. Learn how to support each other. Black owned. For sure he was my favorite. I got a chance to go the ’Victory Lap’ tour, see that. It’s just sad and it seems like we’re killing each other. It needs to stop …  A lot of people are hurt and devastated. Hopefully we can get a positive out of this somehow, someway. I thank him for blessing the city with his music, his brand. It was well needed out in these streets.”

“I’m at loss right now,” another man said. He was holding back tears and spoke of how Nipsey inspired him to start his own YouTube Channel. “I’m just out here showing support for Nipsey. His music got a lot of people through college, through work. Got a lot of people through things. Very inspirational, always gave back to the community. He didn’t leave the community, he bought property in the community. It’s very sad. I cried in the car when I heard it. I’ll be crying all day. I love Nipsey.”

Then there was a woman named Mariah who painted the picture of a man of inspiration.

“I’m depressed,” she told. “I’m really sad about what happened today.  Nipsey Hussle, I worked with a black man that told me the only reason why he’s at where is today is because of Nipsey Hussle. He listened to Nipsey every single day. He said if it wasn’t for Nipsey, he doesn’t know how he would get accepted into UCLA . He said ‘I listen to him every single day and Nipsey inspired me to be better than what I am.’ Every time I turn around, somebody is dying and its us against us. It’s them against us. It’s everybody against us. How do we change it? What’s the next step. I’m depressed.”

“I used to be in a gang in LA,” another woman offered. “I understand all that. My heart is broken because I’m sick of seeing this. We gotta break this ghetto spell we’re under. But for right now, everybody be encouraged, decide to live better. Be better. He was trying. He was invested in his community. He had children; this is senseless. Once again. But until we deal our own internal issues and our own dysfunctions, we’re gonna keep repeating this. We gotta heal ourselves.”

Two other men were shot during the March 31 incident. At the time of writing, police have no suspects.