Must Be the Money is a bold new video and audio series hosted by journalist and author Lee Hawkins, exploring economic empowerment, entrepreneurship and wealth building. Commissioned by Marketplace APM and produced by For The Culture, the series offers candid, unfiltered conversations about money, opportunity, and power, told by people who have navigated the financial system from the inside out.

Designed for ambitious young adults who are starting their careers, building businesses, or trying to make smarter financial decisions, Must Be the Money tackles the questions audiences say are rarely answered honestly. From managing debt and building credit to investing, real estate, taxes, insurance, and long-term planning, each episode breaks down how wealth is built—and why access to that knowledge has never been equal.

Viewers will hear from a venture capitalist who demystifies early-stage investing and explains why economic inclusion drives startup success; an Oscar-winning film producer who shares a raw story of reinvention and rebuilding after public failure; and an NBA champion-turned-media mogul who sits down with his sons for a vulnerable, cross-generational conversation about money, investing, and generational wealth.

With an authoritative yet relatable host and guests from diverse backgrounds, Must Be the Money meets young Black and Latino audiences where they are—offering practical guidance, hard-won wisdom, and inspiration that goes beyond traditional financial education. It’s not about shortcuts or hype. It’s about clarity, confidence, and showing what’s possible.