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LL Cool J has announced the expansion of his Rock The Bells brand and global community with a new multi-platform destination for celebrating, honoring, and preserving classic Hip-Hop through today’s mediums.

RockTheBells.com will be the platform for Gen X and fans of Hip-Hop classics to have engagement with icons of the time. Rock The Bells will continue to amplify these voices and be a place to read, shop, listen, and more through experiences, content, and more.

The expansion of Rock The Bells has brought on a group of strategic investors including Redpoint Ventures, Bozoma Saint John, Harvard Professor Henry Louis Gates Jr., The Azoff Company, Mark Cuban’s Radical Investments, Glenn Hutchins’ North Island, and Eddy Cue, among other groundbreaking leaders, with pioneering investor Geoff Yang (founding partner of Redpoint Ventures) as co-founder and Chairman. 

In celebration, LL COOL J has teamed with Alexander-John for a limited T-shirt and hoodie drop, which includes lyrics from LL’s freestyle in response to the killing of George Floyd. A portion of the process will benefit Black Lives Matter and LL COOL J’s Jump & Ball Foundation.

The shirt is available here.


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Rock The Bells was formed with a group of classic artists including Big Daddy Kane, RUN DMC, Eric B, Salt N Pepa, Fab 5 Freddy, Risk, Crazy Legs, Roxanne Shante and Jonathan Mannion.

“We’re the leading voice that rocks with Gen X and those with a Strictly OG mindset,” says LL COOL J, founder and CEO of Rock The Bells. “Rock the Bells uplifts the people and moments at the forefront of Hip-Hop, through our best-in-class storytelling, shopping platform, and experiences. We’re putting ownership in the hands of the Black community and the pioneers that started the culture.”

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 “LL COOL J is a pioneer of classic Hip-Hop with over three decades as the voice of authority in the culture, “ says co-founder and chairman Geoff Yang. “In partnering with him on Rock The Bells, I was drawn to his vision, knowledge and passion to connect Hip-Hop’s history to the present. There is a demand for content, products and experiences that speak to the Hip-Hop culture, packaged in a modern way to connect with and activate legacy fans – as well as current and future generations.”

The Rock The Bells site will have premium content highlighting MCs, DJs, Graffiti, and more, led by editorial director Alec Banks. As you come to the site you will be able to hear LL COOL J on Rock The Bells Radio and you will also have access to limited-edition drops, products, and more.

Rock The Bells will host virtual experiences celebrating timeless Hip-Hop culture in the forthcoming months, and returning to in-person events in 2021.