July 16, 2008 12:37 ET

Master P, Romeo, Wal-Mart, and Coca-Cola Deliver Positive Message to New Orleans Youth at Essence Festival

NEW ORLEANS, LA--(Marketwire - July 16, 2008) - Master P and Romeo took to the stage to empower thousands of excited and eager local youth at the Essence Music Festival in New Orleans. The father/son duo returned to their hometown, not to perform their music at the festival, but rather to give back to their community through their message of change, education, hard work and following one's dreams.

While addressing the crowd, many of whom had lined up hours before their arrival, Master P and Romeo emphasized the importance of education and vision as tools for inner-city kids to overcome the extreme challenges they face in daily life. They conveyed the need for youth to set goals, follow their dreams, and resist the temptations of drugs and violence.

As a former resident of New Orleans' notorious Calliope Projects, Master P stood before the audience as a living example of how one can break free from the confines of a negative environment and become a successful role model for others. He now counts promoting education, financial literacy and aiding underprivileged children among his responsibilities. Romeo then spoke about his commitment to schooling and his choice to place his entertainment career on hold in order to attend the University of Southern California as a student athlete.

Powerful brands such as Coca-Cola and Wal-Mart joined Master P and Romeo in supporting the Essence Music Festival. Together, the sponsors, speakers, and entertainers pledged to continue the rebuilding efforts after the devastation caused by Hurricane Katrina. The community finds itself at the mercy of a high crime rate and lack of education, which Master P and Romeo seek to rectify through their inspirational messages and actions.

"New Orleans is my home, it's where I was born and raised," said Master P. "I was able to overcome an environment filled with poverty, drugs, and violence through education, setting goals, and dreaming big. I understand the financial struggles faced by inner-city families, so I created high fashion clothing at affordable prices that will be available at Wal-Mart in August for back-to-school season. I look forward to coming back to Essence year after year to empower our youth and watch my people grow."