Rap producer Timbaland is urging his peers to give up the bling and help those suffering in the aftermath of Hurricane Katrina.
The celebrated hitmaker, real name TIM MOSLEY, was caught up in the storm in Florida, just before it turned America's Gulf Coast into a disaster zone and he wants to do as much as he can to help the survivors.
As well as donating clothing, toys and basic necessities to the relief effort, and visiting shelters in Texas later this week (ends09SEP05), the producer is calling on his peers to be as generous as possible.
He says, "The most important thing now is to support those who are in need of basic necessities like clothes, food, water, shelter and hygiene products so they can have some feeling of normality again and figure out what their future holds.
"I want to challenge my peers to dig deep into their wallets and help all those who are less fortunate than us. Everyday on TV I see more destruction, hurt and pain on the faces of ordinary people who need our help.
"If you can afford to splurge on materialistic treats for yourself, like cars, jewellery and clothes, then you can also afford to forego those luxuries for a moment and give to people who desperately need that money for basic necessities."