Rap mogul Russell Simmons, the founder of US rap record label Def Jam, is to be ambassador of a charity hip-hop festival to be held in London in May.
Simmons helped bring rap and hip hop to the mainstream
Simmons will promote the Prince's Trust Urban Music Festival at Earl's Court, which will raise funds for disadvantaged young people.
The line-up includes Dizzee Rascal, Jay-Z, Alicia Keys, Jamelia and Lemar.
"Hip-hop culture is being embraced globally to transform lives in a positive way," said Simmons.
The charity was founded by Prince Charles in 1976 with the aim of helping young people fulfil their potential.
BBC Radio 1 DJ Trevor Nelson and rapper Normski have also lent their support to the festival.
"There is no other event where you'll see such big US and UK stars performing alongside underground and unsigned acts," said Nelson.
The festival has capacity for 40,000 people over the two-day event on 8 and 9 May.
The event will also see MCs battle it out to be crowned Prince's Trust Urban Champions.
Ticket holders will be able to attend workshops on DJing, MCing and the music industry, among others.
More acts from the US and the UK are due to be announced on Friday.
The Prince's Trust also stages the annual Party In The Park pop concert and held last year's Fashion Rocks event at the Royal Albert Hall.