For the culture.

Lil Baby is all about giving back on his new single, “Merch Madness”, courtesy of sports retail company, Fanatics’ Merch Madness Fan Gear Giveaway

In the accompanying music, the Atlanta rapper hits Harlem’s Frederick Douglass Academy and a series of charity events as he reflects on his come up, success, and emphasizes the importance of giving back to the community.

“Merch madness, I done took it global / Jump back in my bag, did this one for the culture,” he raps on the hook on top of a school bus and inside a classroom. “Ain’t too good to give, my cup been running / Made these millions for the kids, I gotta turn it over,” he continues while giving donations to kids and attending a NBA basketball game.

The video also features cameos from DJ Khaled, Meek Mill, Robert Kraft, Michael Rubin, Jayson Tatum, Chris Paul, and many more.

The Richie Souf-produced track is Lil Baby’s first record since “Go Hard” in April. He has since collaborated Gucci Mane and The Weeknd.