Rise in Light: How model Alton Mason is using music to financially support vulnerable communities during COVID-19


Alton Mason is the first black model to walk for Chanel in the French fashion house’s 109 years of existence, a move which opened doors for other models of colour.

In essence, Alton has always been a pacesetter using his platform and agency to bring attention to the causes dear to his heart. These days as the world battles a global pandemic, Mason Jr is back at helping the vulnerable with his craft-music.

Born to a professional basketball player dad and a mother who was a model, Alton Mason has always been a multiverse talent swinging between dance, modelling and music.

Used as an introduction to Alton’s debut single “Gimme, Gimme” , the 23-year-old star highligt the sights of Lagos in his music video to reveal to the world a coming-of-age story of himself.

The video “Rise in Light” which was shot in the heart of Lagos, Nigeria was filmed by cinematographer Shaheen Soofi (Soof Light), and directed by Amarachi Nwosu.

“Rise in Light” is a movement created by the youth to inspire and ignite the future leaders of our
world. It’s a call for change, evidence of freedom and the expression of love and joy,” he said

Not only serving as an audio & visual expression of Alton’s talent, this campaign will operate as a fundraising effort to raise $10,000 USD, all of which will help support the Khan Foundation, and provide relief packages to the wider community of children and families in the Makoko and Iwaya slums of Lagos, Nigeria enduring the economic downside of COVID-19.

He continues: “ During this global crisis many of us are losing loved ones, businesses, faith, & hope. We are all being
affected by the seen and unseen, and it is so easy to spiritually succumb to the darkness that we are at war with.

“Rise in Light” is a call for change, evidence of freedom and the expression of love and joy. Created to inspire and uplift.”

Speaking about the motivation and ideas behind the video, director, Amarachi Nwosu said “It’s a really dark and uncertain time in the world and we wanted to use our creativity to not only show a film representing reconnection to people, land, water and nature but also make a difference in the lives of the communities we present”

The Khan Foundation will continue their work in the community by providing relief packages of basic necessities such as food and toiletries and workshops to educate people in the community on how to stay safe. 

Watch full video below

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