In a concerted effort to bridge the gap between the political process and urban youth, Roc-A-Fella Records, multimillion dollar rap label founded by Damon Dash, Jay-Z, and Kareem "Biggs" Burke, will stage a judicious voter registration drive during the festivities of the most visible sporting event weekend of the year‹Super Bowl XXXVIII.

Roc Weekend begins Thursday, January 29, in Houston, coinciding with the final days leading up to the big game. The three-day event is set to include live performances from Roc-A-Fella artists, benefit charity parties hosted by athletes and celebrities, Rocawear fashion show, celebrity basketball game, and more, all the while taking the opportunity of educating young people who attend these activities about their own power to make change by registering to vote, then subsequently voting.

To do so, Roc-A-Fella will have voter registration booths at each activity; Dash, Roc-A-Fella Vice President Kenny Burns and the label's artists will also take every opportunity to speak out in front of Roc's massive crowd fanbase about taking action when it comes to the affairs of state. Additionally, Dash and Co. will participate in Saturday's Hip-Hop Summit at Texas Southern University; the Summit's theme will be "Taking Back Responsibility: Youth Economic & Political Empowerment."

"We want people to know it's cool to vote," Dash said. "The great Russell Simmons made us aware that we should be voting."

"We are thankful to the city of Houston for giving us this platform to promote our brands and do something positive for the youth," concluded Burns