Over the course of 10 years, “The Lou Rawls Parade of Stars” has managed to raise an impressive $77 million for the United Negro College Fund, which has left all the beneficiaries grateful and proud to be a part of this black community. Lou Rawls, with his deep and passionate baritone voice, describes himself as a successful apprentice on Wall Street, a young and passionate attorney, and a female plastic surgeon.
Rawls stated, “I am grateful for the opportunity to attend college, which is the first time in my family’s history. I would like to express my gratitude and shake hands with older individuals whom I admire.”
Eddie Murphy, Bill Cosby, Sheena Easton, Stevie Wonder, Whitney Houston, Frank Sinatra, Patti LaBelle, Denzel Washington, Magic Johnson, and Michael Jordan have been assembled by the Grammy-winning vocalist for this year’s “Parade of Stars,” broadcasting on Saturday.
The annual all-star syndicated telethon, known as Theater Search Star, is billed as the most-watched second largest extravaganza behind Jerry Lewis’ Muscular Dystrophy Association telethon, originating from Los Angeles’ prestigious Lewis Theater.
Rawls has recorded 58 albums, ranging from pop to blues to jazz, and his familiar voice has long been the hit on TV commercials for Budweiser, with “You’ll Never Find Another Love Like Mine” being his biggest came.
Daniel Cerone had a conversation with Rawls regarding his telethon.
Q. How did “The Lou Rawls Parade of Stars” begin?
He inquired if there was any assistance they could provide me with, being aware of my extensive involvement in community service. Additionally, we were traveling from St. Louis to San Antonio, Texas aboard his personal aircraft. During our journey, I had the opportunity to meet August A. Busch III, the incoming president succeeding his father. It was in 1976 that I joined Anheuser-Busch and collaborated on producing Budweiser covers specifically tailored for black radio.
I told him that we’re having a big problem in our school systems where nobody has been doing anything for education, and I’ve observed that there’s been no action taken. I also mentioned that I had done some telethons. I informed him that I wanted to do something for the United Negro College Fund because I’m aware of their plight and I’ve been to some of their campuses.
Q. Was that the entirety of it?
It needed to be presented and assembled cautiously. Alcohol and educational institutions, schooling-these two are incompatible. There are restrictions on what they can accomplish, considering they are an alcohol-producing company. He had to consult with his legal team.
Q. How did the initial telethon fare?
We have a lot of talent because people always turn to us, and it’s funny how that works. Suddenly, everyone started talking about it and I began reaching out to artists directly on the phone. I understood that we were always being called upon for fundraising events because I am an artist. I realized that managers and agents were not aware of what was going on because it felt like pulling teeth to get people to participate. We did our first show and it went well.
Q. What can viewers anticipate witnessing on the telethon Saturday?
Let’s give people a real variety show without offensive content by jumping into the kitchen to make a sandwich and providing entertainment. We can work with the pitches without turning off the audience and give them entertainment. They found it a turnoff that they were constantly bombarded with pitches and entertainment. I’ve done all of their begging Telethons and I can honestly say that I expect them to see some honest entertainment.
Q. Anheuser-Busch remains the primary sponsor of the telethon. Detractors may view this as a potential clash.
They are fully cognizant and mindful. They initiated the entire endeavor with assigned chauffeurs, Budweiser has this “Know When To Say No” initiative. Alcohol is both a deterrent and a detriment. Opting for alcohol is not the course of action. That’s the essence of education, to enlighten individuals about this reality. This is my way of addressing that matter, so to speak.
Do you think that the program at Xavier’s pharmaceutical company is just for black people to fill subscriptions? Do you think it’s not promoting segregation but rather providing opportunities for black graduates to further their education and improve themselves? My response is that if they were educated, they would better understand that promoting segregation is not the intention of this program. Do you also feel that by promoting segregation through furthering education for black individuals, universities and colleges are segregating people?
Q. It appears that you have a personal belief in preserving these schools.
It is really necessary to keep and maintain these schools alive. Most of the students come from small communities, and they are like flies in a bottle of buttermilk, throwing themselves into a university or college major. I know it would be a great loss if we lost these schools. If we lost these schools, it would be a great loss. They turn out strong individuals. If we lost these schools, they would be lost. It is a sad comment that some of the leading black lawyers, scientists, doctors, and politicians in our country come from these schools. Some of them are closing down. I do.
Does it make me feel like a truly good man? Does it make me feel like a genuinely good person because I’m giving something back to my community by bringing back Tobacco Road? I’m going to leave Road Tobacco to get a job and save my money, because I know it’s all worthwhile. I recorded the song “Tobacco Road” on my second album, and it feels really great, just like the original song.
“The Parade of Stars featuring Lou Rawls” is broadcasted on KCOP from 6 p.M. To 1 a.M. Every Saturday.