Rap superstar JAY-Z is urging his U.S. fans to get involved in politics and head to the polls during the upcoming general elections to "fight for what's right" in a new public service announcement (PSA).
The Empire State of Mind hitmaker, who was an outspoken supporter of Democrat Barack Obama during the 2008 presidential elections, features in a short advert for non-profit organisation HeadCount to encourage voter participation.
The video footage was taken from Jay-Z's appearance at the Bonnaroo Music Festival in Tennessee earlier this year (10), when he addressed the need for younger generations to exercise their right to vote.
In the Vote Again 2010 PSA, he says, "We need something really special this year, just to show that our generation changed the world... we changed the world. So it just goes to show, anything is possible. Fight for what's right, fight for what you believe in."
And HeadCount organisers hope fans will follow Jay-Z's lead when the 2010 U.S. midterm elections take place on 2 November (10).
Co-founder Bernstein tells AllHipHop.com, "In a year when there is such negativity in this country, Jay-Z's positive message is even more powerful. When he told the crowd at Bonnaroo 'We changed the world,' it was a truly electric moment. Thousands of people got goosebumps, and I knew it would make an unforgettable PSA."
Take a look back at October's inaugural event.
The film is expected to continue without Mendes' involvement.