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In this task, you're given passages that contain mentions of names of people, places, or things. Some of these mentions refer to the same person, place, or thing. Your job is to write questions that evaluate one's understanding of such references. Good questions are expected to link pronouns (she, her, him, his, their, etc.) or other mentions to people, places, or things to which they may refer. Do not ask questions that can be answered correctly without understanding the paragraph or having multiple answers. Avoid questions that do not link phrases referring to the same entity. For each of your questions, the answer should be one or more phrases in the paragraph, and it should be unambiguous.

Passage: The DJ AM Memorial Fund, an organization designed to help people struggling with drug addiction, was launched in his memory. In November 2009, 800 pairs of Goldstein's sneakers were listed on eBay to raise funds for the organization. In August 2010, the fund made a donation to the Los Angeles' Phoenix House Academy to help rehab patients develop musical talents. Goldstein's sister Lara, who founded the fund, died from cancer in May 2011. In August 2011, several DJs paid tribute to Goldstein at the Vanity Nightclub in the Las Vegas Hard Rock Casino, helping raise money for the fund. In May 2012, the eighth annual MusiCares benefit concert featured a special presentation commemorating the launch of the DJ AM Memorial Fund. Goldstein's mother, in conjunction with the fund, was reported to be assisting MusiCares in providing recovery services to addicts. Moby deejayed at the event in tribute to Goldstein.Goldstein posthumously won DJ of the Year at the 2009 BET Hip Hop Awards. In October 2009 he was depicted in the South Park episode "Dead Celebrities", along with other celebrities who died in mid-2009. Eminem, who nearly died from a methadone overdose in late 2007, paid tribute to Goldstein on the 2010 song "Talkin' 2 Myself", rapping: "Rest in peace to DJ AM/'cause I know what it's like/I struggle with this shit every single day." On the cover of the 2011 Blink-182 album, Neighborhoods, "DJ AM" can be seen written on one of the buildings, as a memorial. Wolfgang Gartner and will.i.am pay tribute to DJ AM in their 2011 single "Forever," which includes a moment of silence for him. Macklemore mentions DJ AM in his 2016 song "Drug Dealer," along with several other notable deaths from drug use.Footage of Goldstein and several other celebrities are featured in the documentary films Downtown Calling (2009), and Electric Daisy Carnival Experience (2011). A documentary film about Goldstein titled As I AM: The Life and Times of DJ AM, was announced at the EDMbiz Conference on June 20, 2013. The film was directed by Kevin Kerslake and released in April 2015. Dennis Harvey of Variety called it an entertaining documentary, but thought, "there are some notable gaps left in the pic's posthumous understanding of DJ AM ... as its flashy surface doesn't always help us to understand the pure artistic soul he's depicted as here.".
Output:
What is the first name of the person who launched the The DJ AM Memorial Fund?