Harlem native and Bad Boy Records founder Sean “Diddy” Combs has always lived a “can’t stop, won’t stop” lifestyle when it came to creating opportunities for artists of color. Now, the 51-year-old entrepreneur and entertainer has teamed up with Salesforce to launch a new platform called Shop Circulate, a digital marketplace that allows consumers to discover and buy products made and sold by Black-owned businesses.

Announced on the 100th anniversary of the attack on Black Wall Street in the 1921 Tulsa race massacre, Shop Circulate’s primary function is to help build Black wealth by circulating economic investment among Black-owned businesses. “Building Black wealth starts with investing in Black-owned businesses and giving entrepreneurs access to the consumers needed to build sustainable companies that can thrive,” Combs said in a released statement. “I’m excited to partner with Salesforce to create a platform that will advance our collective pursuit of economic justice.”

“Honored to collaborate” with Combs’ team, Salesforce CEO Marc Benioff is impassioned to close the unjust wealth gap, saying, “Shop Circulate will empower us all —as individuals, communities and companies—to support Black-owned businesses, amplify the talent of Black entrepreneurs and move us closer to true equality. With the foundation secure, Shop Circulate has begun to acquire digital communities that aid in connecting consumers to Black-owned brands. Up first is The Nile List, which is founded by Khadijah Robinson, who will also oversee development and spearhead all Shop Circulate global efforts.

The company has also minted a partnership with Official Black Wall Street, a leading directory to discover and support Black-owned businesses. Its founder Mandy Bowman will join on as an advisor.

Shop Circulate, which has plans to launch before the end of this year, will feature Black-owned businesses that range from art to health, beauty and fashion, plus wellness and home products.

Those interested in the project can sign up to the Shop Circulate mailing list to gain early access.