Nickerson Gardens residents praise TDE for bringing Christmas cheer and resources year-round

Christmas glee swept through a South Central Los Angeles public housing complex earlier this month. The 11th Annual TDEXMAS Concert and Toy Drive, which gave residents $750,000 worth of gifts, was the reason.

Attendees, some donning Santa hats and others dressed as cowboys and girls, enjoyed a snow experience, participated in a job fair, and were treated to performances by “legendary artists” who grew up in the area.

More than 11,000 people passed through metal detectors. They flooded the Nickerson Gardens housing project courtyard to celebrate the season of giving with Carson, California-based independent music label Top Dawg Entertainment (TDE). Families enjoyed the “drama-free” festivities as the usual “program” rooted in rivalry disappeared.

“We got a lot of talent in these projects,” said Grammy award-winning TDE artist Jay Rock, who grew up in Nickerson Gardens. “We're trying to motivate the youth over here and tell them it's a better way because look at me.”

Jay Rock was one of several South Central natives, such as Ab-Soul, Kendrick Lamar, ScHoolboy Q and SiR to hit the stage. Aiming to inspire positive change and improve the lives of youth, he hopes his representation will help young people believe in their power to influence their lives' outcomes. 

According to Donisha Joubert, the program coordinator at Nickerson Gardens Recreation Center, youth look forward to TDEXMAS from the beginning of the year until the day it starts. She praised the record label for its representation and contributions to the community, including job fairs and resource sharing.

“It’s a blessing to the community,” Joubert said of TDE’s continuous support. “It definitely shows that you can elevate and…be a part of something bigger than life itself.”

Photographer Alexandria Hughes captured photos of the scene.

Food vendors at Nickerson Gardens during the 11th Annual TDEXMAS on Dec 12, 2024. (by Alexandria Hughes)

Nickerson Gardens during the 11th Annual TDEXMAS on Dec 12, 2024. (by Alexandria Hughes)

Founder of TDE, Anthony "Top Dawg" Tiffith, at Nickerson Gardens during the 11th Annual TDEXMAS on Dec 12, 2024. (by Alexandria Hughes)

An attendee is getting a haircut at Nickerson Gardens during the 11th Annual TDEXMAS on Dec 12, 2024. (by Alexandria Hughes)

Mexican R&B artist Neat Martinez at Nickerson Gardens during the 11th Annual TDEXMAS on Dec 12, 2024. (by Alexandria Hughes)

President of TDE Terrence "Punch" Henderson with a reporter at Nickerson Gardens during the 11th Annual TDEXMAS on Dec 12, 2024. (by Alexandria Hughes)

Firefighters near the concert grounds at Nickerson Gardens during the 11th Annual TDEXMAS on Dec 12, 2024. (by Alexandria Hughes)

The packed concert grounds and crowded stage at Nickerson Gardens during the 11th Annual TDEXMAS on Dec 12, 2024. (by Alexandria Hughes)

Donisha Joubert talking to a reporter about a memorial wall at Nickerson Gardens during the 11th Annual TDEXMAS on Dec 12, 2024. (by Alexandria Hughes)