Bread Charity

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Bread Charity
Founded2017; 7 years ago (2017)
FounderMustafa Sheikh
Legal statusNon-profit organization
FocusChild Poverty
Area served
New Zealand, Los Angeles

Bread Charity is a charitable organisation established in New Zealand in 2017.[1][2][3][4] Its goal is to assist students with career guidance, goal setting and creating a positive mindset.[5][6][7] The name "Bread" was chosen to represent the qualities "Brave, Eager and Determined".[2]


The charity was founded by Mustafa Sheikh, also known by his stage name Lil Mussie, a New Zealand entrepreneur, hip hop recording artist and philanthropist from Auckland.[8][9][10] Sheikh grew up in Gisborne where he attended Gisborne Boys' High School.[11] He graduated from the University of Auckland with an honours degree in chemistry.[3] Sheikh started the charity as a response to the difficulties of low-income families in his home region that he observed while growing up there.[12][13]


Bread's primary objective is to assist children living in poverty.[14] On a weekly basis, a team of University of Auckland medical students volunteer mentoring children from low decile intermediate schools. The sessions consist of activities such as goal-setting, university research and career pathway advice. The volunteers stay with the students for six months each. According to Sheikh, "we want to show these students they are capable of anything regardless of where they come from".[15]

Students looking at a Lamborghini Aventador SVJ

By 2021 Bread aims to have completed development of a youth centre in Auckland.[16]

Fundraising events[edit]

Bread 2018 Charity Rally, Auckland New Zealand.

Bread hosts a variety of annual motorsport activities to raise funds.[17] The events are limited to supercars which include manufacturers such as Ferrari, Lamborghini, McLaren and Porsche. Bread hosts supercar track days at Hampton Downs Motorsport Park as well as a supercar rally.[18] At the supercar rally, more than 30 supercars participate in a parade down Queen Street, Auckland.[19][20]

Occasionally Bread also takes supercars to show children. This has included a $1,000,000 Lamborghini Aventador SVJ.[15]

During the national lockdown due to the COVID-19 pandemic in 2020, Sheikh, under the rap alias Lil Mussie, competed against UFC fighter Shane Young in a $1000 Call of Duty challenge.[21][22] Lil Mussie, having lost, donated $1000 to a family living in Gisborne.[23][24]

Lil Mussie released a single titled How About You? which gained 250,000 streams in the first month.[13] The track was aimed at generating awareness for the charity through music with the song focusing on the founding of the charity and the hardships endured.[21]

In August 2020 Lil Mussie worked with Kanye West's team on his single 'On Me'.[25] The single features American rapper King Chip (also known as Chip Tha Ripper).The engineering of the song was done by 4 time Grammy winner Anthony Kilhoffer.[26][27] The song aims at being an inspiration for children with themes of ambition and drive.[28][13][29][30]

In 2021, Sheikh moved to Los Angeles and aims to run programmes to help impoverished children in the city.[31]

Bread Studios[edit]

In 2021 Bread launched Bread Studios. Five free musical recording facilities aimed at assisting kids from low socio-economic areas.[32] These feature musical instruments, vocal recording and production equipment for the children to use free of charge.[33][34]

In August 2021 the USA division built a 1,000 ft2 musical studio for children in Watts, Los Angeles.[35]


  1. ^ "Bread Charity focuses on the Kiwi kids who need it most". Stuff. Retrieved 7 July 2019.
  2. ^ a b "Charities Services | Home". Retrieved 21 March 2019.
  3. ^ a b "Founder, The Bread Charity - The University of Auckland". Retrieved 10 November 2019.
  4. ^ Kani, Shaan Te. "The Bread Winner". Retrieved 12 June 2019.
  5. ^ "Prevent child poverty - drive fast". Retrieved 25 October 2018.
  6. ^ Kani, Shaan Te. "Nehe, Mussie share their journeys in return home". Retrieved 7 July 2019.
  7. ^ "Bread Charity NZ". Archived from the original on 1 November 2019. Retrieved 1 November 2019.
  8. ^ "Song You Need to Know: Lil Mussie, 'On Me'". Rolling Stone Australia. 10 August 2020.
  9. ^ Peters, Mark. "A chat with Kanye".
  10. ^ "The Bread Winner".
  11. ^ Herald, Mark Peters-Gisborne. "Meet Lil Mussie, Gisborne lad turned rapper and charity founder Mustafa Sheikh". NZ Herald.
  12. ^ May, Georgia (28 April 2019). "Former Hawke's Bay student Mustafa Sheikh making a difference for youngsters". NZ Herald.
  13. ^ a b c Herald, Mark Peters-Gisborne. "Meet Lil Mussie, Gisborne lad turned rapper and charity founder Mustafa Sheikh". NZ Herald.
  14. ^ "About Us".
  15. ^ a b AnendraSports, Anendra Singh Anendra Singh is the Hawke's Bay Today sports editor anendra singh@nzme co nz (31 January 2020). "Rugby: Mealamu, Milner-Skudder a fillip but will George Bridge fuel drive?". NZ Herald. {{cite news}}: |first1= has generic name (help)
  16. ^ "Multiple Grammy winner Kanye West lauds Kiwi rapper Lil Mussie's charitable efforts". Indian Weekender.
  17. ^ "Bread Charity Track day - Hampton Downs - Ferrari Owners' Club of New Zealand". Ferrari Owners' Club of New Zealand. Retrieved 29 September 2018.
  18. ^ D'souza, Matthew (18 October 2018). "Supercars protect dreams". DriveTribe.
  19. ^ May, Georgia (28 April 2019). "Former Hawke's Bay student Mustafa Sheikh making a difference for youngsters". NZ Herald.
  20. ^ Earley, Melanie. "Luxury cars close street in Auckland CBD for charity rally".
  21. ^ a b "Even in lockdown, Bread charity stays focused on helping children". Stuff.
  22. ^ Mahjouri, Shakiel (18 April 2020). "UFC fighter Shane Young wagers $1,000 in 'Call of Duty' for COVID-19 aid". Bloody Elbow.
  23. ^ NZME, Christopher Reive Christopher Reive is a sports reporter for (17 April 2020). "Covid 19 coronavirus: Kiwi UFC star Shane Young giving back while in lockdown". NZ Herald.
  24. ^ Peters, Mark. "Spoils of Call of Duty war go to Tairawhiti family".
  25. ^ "Song You Need to Know: Lil Mussie, 'On Me'". Rolling Stone Australia. 10 August 2020.
  26. ^ "Kanye West "might consider moving to NZ"". Tone Deaf. 10 August 2020.
  27. ^ "Kiwi rapper's 'surreal' chat with Kanye West after recording with his producer". Stuff. 25 July 2020.
  28. ^ Niesel, Jeff. "Cleveland's Chip Tha Ripper Guests on New Track From New Zealand's Lil Mussie". Cleveland Scene.
  29. ^ "Kiwi youngster and entrepreneur inspire kids in poverty by music and mentorship". Indian Weekender.
  30. ^ "Love Letter To A Record: Lil Mussie On Kendrick Lamar's 'Section 80'". Music Feeds. 3 September 2020.
  31. ^ Fuoco-Karasinski, Christina. "New Zealand rapper set to help LA kids". Los Angeles Downtown News - The Voice of Downtown Los Angeles.
  32. ^ "Giving kids self-belief".
  33. ^ "Rapper Lil Mussie has opened a charity recording studio for NZ youth". The Industry Observer. 11 June 2021.
  34. ^ "Bread charity opens 24/7 music studio for West Auckland youth". Stuff. 9 June 2021.
  35. ^ "NZ rapper Lil Mussie has opened a charity recording studio in LA". The Industry Observer. 20 August 2021.

External links[edit]