Small Business Saturday is right around the corner and the hashtag #ShopSmall is now trending on social media. The Small Business Saturday campaign is one of the longest running campaigns in America and in 2013 generated $537 billion.  Since then more than 1 million new merchants have been added to the national holiday.

Small Businesses make America great. The current king of Hip Hop and the most dominant man to ever play in the NBA are teaming up to support Small Businesses. Kendrick Lamar and Shaquille O’Neil met with Forbes magazine to discuss their collaboration, how they plan to empower underrepresented communities and the importance of #ShoppingSmall. Here is a snippet of the interview:

Forbes: Your movement speaks to uplifting communities and giving people hope — How important is it to support and invest in small businesses?

Kendrick Lamar: TDE itself is a small business. Looking at all the work that I’ve put in from the ground up, and all of the work us, as a company, put in from the ground up – we know how much leverage and groundwork we have to do. Being able to recognize that in other small businesses is something I’ve always looked at and wanted to put out to the people, letting them know you have to step out and support these businesses; especially the mom and pop stores that do things nobody ever really gets to see. They’re supporting not only themselves, but also supporting their entire community.

Forbes: American Express has created a true national movement with Small Business Saturday — What sparked your personal interest in being the face of such a big campaign to support small businesses?

Shaq: I’ve been a card member since 1992, so American Express has been a part of my life from when I began my NBA career to today. I’m excited to partner with such a globally respected brand that has supported small businesses for more than 25 years. As a businessman myself, I understand how important it is for our communities to shop small and have a personal stake in supporting American Express’ campaign. We’re just encouraging cardmembers to go out and support small businesses, and be rewarded for giving back to communities.

-Ray Hayes