No one understands the global impact of Hip-Hop like those who paved the way for the genre to thrive today, and one trailblazer, known to the culture as LL COOL J, is living proof of that.

In a press release shared with AfroTech, the New York native’s Rock The Bells company just closed on its latest Series B funding round at $15 million.

The raise was led by Raine Ventures, Irving Azoff of Iconic Artists Group, and Paramount Global. Other participants included Amex Ventures, Wildcat Capital Management, Capstar Ventures, and more.

Continuing The Mission

“This Series B round is a reflection of the confidence that our investors have in Rock The Bells as a global platform,” LL COOL J, Founder, and CEO of Rock The Bells, said. “Hip-Hop is an art form that many people doubted from day one, but our culture continues to rise to higher heights! I’m honored that Rock The Bells is leading this resurgence of timeless Hip-Hop, while simultaneously bridging the generations. I’m so excited about all of the amazing things we have planned for the community, fans, and brands! This is just the beginning.”

Rock The Bells

Launched in 2018, Rock The Bells is a global platform on a mission to elevate Hip-Hop culture “from its roots to the modern day.”

Since its founding, the company has taken over SiriusXM with Rock The Bells Radio, continues to share content that uplifts the culture, and has inked licensing and merchandising partnerships with some of the hottest retailers in the game.


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“Rock The Bells has brand affinity that’s been built over time through consistency and authenticity,” said James Cuthbert, President of Rock The Bells. “We hold our audience’s trust, and we grow together by asking them to be a part of everything we do. Our partners proudly
support our work because it spans generations, cements a legacy, and continues to elevate Hip-Hop in a way that honors the art form and highlights it deservingly.”

Looking Ahead To The Future

Now, under a partnership with Paramount Global, Rock The Bells has entered a multi-year first-look deal that covers feature films as well as scripted and unscripted content.

Additionally, Paramount will support the platform’s content, experiences, and activations including the forthcoming 2023 Rock The Bells Festival, which will celebrate the 50th anniversary of Hip-Hop in August 2023.