I would like to introduce you to Sol. I had the privilege of sitting down with this extraordinary man for a quick meeting…I ended up leaving 4 hours later.

Sol’s Story: Sol spent his younger years (he is still very young) in the music industry launching record labels and saw influential artists such as The Rascals and K’OS sign their first record deals.

Then one day, in the midst of his peaking career, he stopped dead in his tracks. He looked around and realized there was something missing… Meaning. Sol quit his record label and started searching.

It wasn’t long before he found it. Introducing 4Real, a television show molded around the concept of combining social change with social entertainment.

4Real is truly here to change the world, a philanthropic dream bent on appearing in the ‘prime-time’ spot between the Hills and America’s Next Top Model, and why not? Why shouldn’t “doing something good” be just as entertaining as the popular meaningless drab?

4Real brings celebrities to causes around the world and tells their stories raw and real. From Cameron Diaz and Mos Def to Joaquin Phoenix and the Red Hot Chilli peppers, 4real is connecting them to young leaders who, under extreme circumstances, are affecting change. Real stories, real change.

With stories like this, it was no surprise that TV networks quickly came-a-knocking. However, 4real refused to sign - Sol said the deals simply weren’t right. That was until CTV approached him and agreed to offer a very generous piece of the shows profits to the issues they were fighting to talk about.

Just like that, new precedents are set and conventional business agreements are thrown out the window.

It’s about time to change to world.

http://4real.com/
Keep fighting the good fight Sol, you’re an inspiration.

Duncan