BET Media Group, NAACP, JSSK, and WME Launch the Altadena Community Preservation Fund to Support the Recovery of Historically Black Neighborhoods Impacted by the Eaton Fire

In Collaboration with Local Community Organizations such as Community Aid Dena, Altadena Heritage, and WalkGood LA
 

FOR IMMEDIATE RELEASE

February 6, 2025

LOS ANGELES  — In response to the devastating Eaton Fire and its disproportionate impact on the historically Black community in Altadena, California, a coalition of industry leaders — including BET Media Group, NAACP, Johnson Shapiro, Slewett & Kole (JSSK) and WME, in collaboration with local community organizations such as Community Aid Dena, Altadena Heritage, and WalkGood LA — has launched the Altadena Community Preservation Fund. This initiative, coordinated in partnership with LA County, aims to protect homeowners from displacement and preserve the community's cultural heritage.

Recognizing the long-term recovery challenges ahead, the fund will provide direct financial assistance to support immediate needs during the rebuilding process — including temporary housing, independent adjusters, legal fees, and administrative costs — with the goal of ensuring Altadena's historic community and homeownership remain intact for future generations.

The fund will empower recipients to navigate recovery on their own terms by providing homeowners and small business owners impacted by the Eaton Fire direct cash assistance in the form of bridge grants. Additionally, the NAACP is activating with a presence on the ground, hosting town hall meetings and creating dedicated spaces for the community to connect with aid officials.

To ensure meaningful support for those who qualify, the fund will focus on assisting homeowners who were living within the historically Black communities of Altadena, defined by census tracts, particularly those:

• Homeowners who are uninsured or underinsured, including those on the California FAIR Plan
• Homeowners with limited net wealth as determined by LA County means testing parameters
• Multi-generational households with higher financial strains due to shared housing and caregiving responsibilities
• Senior (65+) Altadena homeowners who are not in the workforce

"For generations, Altadena served as a refuge for Black Americans looking to escape the Jim Crow South and the discriminatory land ownership practices pervasive in somany other communities in California. As such, it became a haven for Black families and an exemplar of the power of generational wealth in the Black community," said Scott Mills, President & CEO of BET Media Group. "At BET, we are committed to coming to the aid of our communities when they need us most. The Altadena Community Preservation Fund is about more than just recovery — it's about empowering families, preserving history, and ensuring that this vibrant community continues to thrive for generations to come."

"The NAACP has proudly stood by our community in the face of uncertainty, and the tragedies from the California wildfires are no exception. Altadena - a city rich in Black history and homeownership deserves hope and an unwavering commitment to restoration," said Derrick Johnson, NAACP President and CEO. "The unimaginable devastation has stripped generations of Black families of not just their homes, but the sanctuaries and pillars of generational wealth they built. Entire communities are facing overwhelming loss, and we remain steadfast in our pledge to the rebuilding process. Through this coalition of partners and organizations, we are dedicated to providing the critical resources needed to help families reclaim and rebuild what was lost."

"This fund was built to assist in safeguarding generational wealth for the multiethnic and socioeconomically diverse community that calls Altadena home," said Romola Ratnam, SVP and Head of Impact and Inclusion at Endeavor. "WME is proud to be rallying our network and committing resources to ensure that direct relief for Altadena residents is a priority for the entertainment community across Los Angeles."

"The Altadena Community Preservation Fund will be a critical resource for those most at risk of being permanently displaced by this tragedy," said Hannah Linkenhoker, Chief Engagement Officer at JSSK. "This initiative underscores our shared responsibility to safeguard the rich cultural heritage of this historically significant neighborhood and the power that arises when Angelinos come together to support our community in times of need."

The Altadena Community Preservation Fund will be administered in partnership with FORWARD — a platform dedicated to putting people first through efficient, secure, and human-centered technology. With a focus on reducing barriers and ensuring aid reaches recipients swiftly, securely, and equitably, FORWARD empowers organizations to deliver support when it matters most. This fund will uphold transparency, efficiency, and accountability in distributing much-needed aid, with allocation based on available funds.

"I am deeply honored to be a partner in this dynamic coalition, along with many others committed to the road of recovery. Restoration begins with stabilizing and supporting our most vulnerable community members and that's exactly what this effort is designed to do," said Aja Brown, Senior Vice President of Impact at FORWARD, who hails from Altadena.

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ABOUT BET

The BET Media Group, a unit of Paramount (NASDAQ: PARAA; PARA), is the world's largest media company dedicated to entertaining, engaging, and empowering the Black community and championing Black culture. Connecting Black audiences through a portfolio of brands including BET, BET+, BET Gospel, BET HER, BET International, BET Jams, BET Soul, BET Studios, and VH1, the BET Media Group is a thriving media ecosystem of leading interconnected platforms across cable TV, streaming, digital, studios, live events and international. For more information about BET, visit www.bet.com and follow @BET on social platforms. For more BET news announcements, visit betpressroom.com.

ABOUT NAACP

The NAACP advocates, agitates, and litigates for civil rights due to Black America. Our legacy is built on the foundation of grassroots activism by the biggest civil rights pioneers of the 20th century and is sustained by 21st-century activists. From classrooms and courtrooms to city halls and Congress, our network of members across the country works to secure the social and political power that will end race-based discrimination. That work is rooted in racial equity, civic engagement, and supportive policies and institutions for all marginalized people. We are committed to a world without racism where Black people enjoy equitable opportunities in thriving communities.

NOTE: The Legal Defense Fund – also referred to as the NAACP–LDF – was founded in 1940 as a part of the NAACP but now operates as a completely separate non-affiliated entity.

ABOUT WME

WME is a leading entertainment agency representing the world's greatest artists, content creators and talent across books, digital media, fashion, film, food, music, sports, television and theater. WME works with clients across the full creative spectrum to diversify and grow their businesses, leverage the full potential of their intellectual property and bring projects to life that define the cultural landscape. WME is a subsidiary of Endeavor, a global sports and entertainment company.

ABOUT JSSK

Johnson Shapiro Slewett & Kole (JSSK) is the world's preeminent media and entertainment law firm representing actors, directors, producers and other high-profile figures as they define culture and move markets through innovative deals and business models across all facets of the media business. JSSK provides a unique philanthropic and political advisory for clients and has a deep commitment to community engagement and social justice.

ABOUT FORWARD

The FORWARD Platform is the leading comprehensive Integrated Program Administration (IPA) solution for state and local governments across America. FORWARD modernizes the government's approach to administering programs by integrating all essential services, components, people, and technology into a single, streamlined, secure solution. From setting up the application back-end, community outreach, marketing, support in multiple languages, eligibility screening, fraud detection, and distribution, to reporting. FORWARD platform distributes resources faster than ever before while also cutting waste, fraud and administration costs. FORWARD has already helped governments administer dozens of programs to get resources to households and businesses quickly, cost-effectively, and securely. To learn more, visit www.forwardplatform.com.

Contacts:

BET Media Group

Mercedes Smith, Mercedes.Smith@bet.net 

Justin Brown, Justin.Brown@bet.net 

NAACP

Gabrielle Lee, g.lee@ssmandl.com 

WME

Nicole Tam Goldberg, NGoldberg@wmeagency.com 

JSSK

Bill Harrison, Harrison@ssmandl.com