The Social Gospel According to Russell Simmons

Russell Simmons is a rare breed of superstar. So magnetic is his personality, many people would pay good money to listen to Simmons talk about himself. Yet, Simmons consistently diverts the conversation back to his favorite subject: humanity.

Despite the dizzying number of business brands, partnerships, labels and artists’ careers that he has forged and spearheaded in his almost ridiculously prosperous life, Russell Wendell Simmons, 53, never passes up an opportunity to extol the virtues of bestowing kindness on others and helping his fellow man. “You cannot receive unless you first learn to give,” this writer witnessed him express as one of his favorite sayings from his ever-mobile pulpit. That mantra serves as the basis of his reality show, “Running Russell Simmons,” and helps explain what motivates the multifaceted media and music mogul.

Uncle Russell, the sobriquet by which he is affectionately addressed, is as inextricably intertwined with rap music as the Kennedys are with modern politics. He has amassed a colossal fortune using rap as his launching pad. He has also branched out into fashion, television, cable shows, movies and a plethora of philanthropic endeavors.

Though rap music flows through his veins like so many red blood cells, when you listen to Simmons, he takes on a more professorial demeanor when he talks about the plight of humanity that is at once captivating and endearing. He uses his verbal competency to promote fellowship and inculcate listeners to their divine responsibility to others.

Now Simmons has a brand-new platform from which to promote brotherhood, communalism and altruism. The reality show “Running Russell Simmons” is prepared to air on Nov. 2, 2010 — on, appropriately enough — the Oxygen channel.