*LL Cool J’s Rock the Bells platform announced on Monday a $15 million Series B funding round led by a multi-year collaboration with Paramount Global.
Per a news release, “Rock The Bells provides Hip-Hop lovers with a single global destination for content, commerce, and experiences.” The new deal with Rock the Bells and Paramount Global is a first-look agreement for unscripted and scripted content, feature films and co-branded merchandise opportunities. The company has also received funding from Raine Ventures, Irving Azoff of Iconic Artists Group, and with participation from Amex Ventures, Wildcat Capital Management, and Capstar Ventures.
“This Series B round is a reflection of the confidence that our investors have in Rock The Bells as a global platform,” said LL COOL J, Founder, and CEO of Rock The Bells, in a statement.
“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,” he added.
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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 artform and highlights it deservingly.”
As part of the partnership, Rock The Bells and Paramount Global will live stream the upcoming 2023 Rock The Bells Festival that will celebrate the nationally recognized 50th anniversary of Hip-Hop. Per the news release, the collaboration will identify and develop “co-branded merchandise opportunities that combine available Paramount Global IP with relevant timeless storytelling. As the authority for timeless Hip-Hop, these projects will continue highlighting the unique unmined stories that speak to the broader Hip-Hop culture and fans of all ages and generations around the world.”
“Paramount is thrilled to expand our deep relationship with LL COOL J with our investment in Rock The Bells,” said Bruce Gillmer, President of Music, Music Talent, Programming & Events at Paramount. “We look forward to working with him to shine a spotlight on Hip-Hop culture and icons through music, events and diverse content.”
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