Rick Ross is reeling. The rapper started a huge controversy recently after bragging about date rape in a new song, and last week Reebok ended its endorsement deal wit him. The move is a big win for those organizing against sexism in hip-hop. But [over at Organizing Upgrade](http://www.organizingupgrade.com/index.php/component/k2/item/978-five-qu...), Nation Institute fellow Dani McClain asks an important question: "How do we build a sustained effort that holds accountable the people who scout the acts, sign the deals, provide the platform and make the even bigger money?" McClain draws on her experience as a former online organizer to help others thing long term about the sustained change they'd like to see in the industry. From [Organizing Upgrade](http://www.organizingupgrade.com/index.php/component/k2/item/978-five-qu...): > > **Who's your target?** What business entity is responsible for the lyric and others like it? Pick a place that prides itself on having a family-friendly brand or claims to be committed to communities of color. Your goal will be to convince the company that it can't afford to be associated with treating sexual assault nonchalantly. > > **What is one thing you want your target to do?** That's your ask. Ideally, there should be one ask and one target. The ask is something that could be accomplished within a short amount of time, not a way for you to state your values. Call on your target to do a specific thing that you know - through research - is within their power to make happen.