9/25/2026

(L-r) SAG-AFTRA's Duncan Crabtree-Ireland, Common and SoundExchange's Michael Huppe and Sean Glover Courtesy of Shutterstock Images

Artist and social activist Common was presented with SAG-AFTRA and SoundExchange’s inaugural Artist Impact Award at The Luckman Club/Soho West Hollywood on Thursday afternoon (Sept. 24). As described by the two organizations, the award “honors an artist whose work crosses creative boundaries. It recognizes contributions across music, film, television and media that have shaped culture, expanded artistic possibility and inspired new forms of storytelling.”

Ahead of the award presentation, Common, SAG-AFTRA national executive director & chief negotiator Duncan Crabtree-Ireland and SoundExchange president/CEO Michael Huppe spoke exclusively with Billboard about the genesis of the award and what it represents moving forward.

“When it comes to social activist work and impact, I don’t always want to be awarded for that,” said Common. “That’s not why I do it. I’m doing this because I want to elevate people; to be there as a light for other individuals and help them reach their highest levels. I feel grateful that we get to actually put a light on the fact that what SAG-AFTRA does is great for artists and what SoundExchange does is great for artists. When I got to do the movie Selma, it made me feel like I could do more. This [award] makes me feel like I’ve got to do more.”

The genesis of the Artist Impact Award stems from the more than two-decade relationship between SAG-AFTRA and SoundExchange. As part of its charter, SoundExchange distributes 5% of its annual collections (roughly $50 million) to SAG-AFTRA to ensure that non-featured performers, including background singers and session musicians, receive the royalties they have earned when their work is used on digital platforms.

“We share the mission in making sure that all creators get paid appropriately, respected appropriately in the economy that we’re in today,” emphasized SoundExchange’s Huppe. “We started talking about how so many actors and artists are no longer just one or the other. Common is a great example. He’s a musician, storyteller, actor, author, producer, entrepreneur and advocate. We agreed that it’s important to celebrate the people who cross those divides and refuse to just stay in one lane.”

Added Crabtree-Ireland, “This [partnership] exemplifies what we’re trying to do here today: take an artist who has crossed over these different boundaries and, more importantly, who has delivered such a true vision in his music and activism. I’m so glad that we came together to start this award process because I believe that when we acknowledge artists for that, it helps encourage other artists to do it. And when other artists do it, it helps encourage our society to do it more. And we really need that now as much as we’ve ever needed it.”

Andra Day, Rebecca Ferguson, Janelle Monáe and Ahmir “Questlove” Thompson served as the host committee for the intimate luncheon/presentation. Among the guests spotted celebrating Grammy, Oscar and Emmy winner Common were Universal Music Group general counsel and executive vp of business & legal affairs Jeffrey Harleston, veteran tour manager Tina Farris, Grammy-winning producer-songwriter No I.D., Grammy-winning singer-songwriter Lisa Loeb, activist Shari Belafonte, DJ-producer D-Nice and actor Anthony Anderson.

Common also marked the launch yesterday (Sept. 25) of Jeffery Park, his new limited-edition wine brand created in partnership with Argentine winemaker Karim Mussi and Gopuff. The brand — named after a neighborhood park near Common’s childhood home on Chicago’s South Side — debuts with a 2024 pinot noir, which was served at the SAG-AFTRA and SoundExchange award luncheon.

“The premise of Jefferey Park,” Common told Billboard, “is about togetherness, joy and sharing good times.”

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