Killer Mike is partnering with a new campaign called WAY. It stands for “Who are You,” and the campaign is challenging the idea that college is the only path to success.

The campaign was launched by Stand Together and features a traveling studio prompting people to answer questions like, “Who are you,” and “Where do you learn best – and why?”

Organizers of the campaign said it is designed to empower young people to pursue purpose-driven careers rooted in talent, lived experiences and hands-on learning.

They are going to where the young people are, including Mercedes Benz Stadium as superstar The Weeknd took the stage for a sold out show during his “After Hours Til Dawn” tour. Fans were eager to step in the traveling studio. Instead of snapping a selfie, the Way Station prompted people to think and reflect. Beyond the concerts, the campaign is creating opportunity through workshops, mentorship and learning opportunities.

Killer Mike joins other influential figures like Richard Branson, and Iddris Sandu supporting the campaign and putting community work at the center of it.

The campaign also has several partners, including State Farm Arena and the Atlanta Hawks.

Michael Render, known as Killer Mike, is a Grammy-winning rapper, activist, and entrepreneur. A dominant force in hip-hop for over two decades, he’s best known for his work with Run The Jewels and his acclaimed solo album MICHAEL, which earned three Grammy Awards in 2024. Throughout his career, he has collaborated with icons like Outkast, Jay-Z, and T.I.

Beyond music, Killer Mike is a champion of skilled trades as a pathway to economic opportunity. In the summer of 2024, alongside his Down by Law Tour, he visited organizations across the country to mentor and empower individuals seeking new career paths.