LL Cool J and Paramount Global have signed a first-look deal, leading a $15 million funding round for his Rock The Bells company.

This is a monumental year for hip-hop as it marks its 50th anniversary, and one of the earliest and most successful artists in the genre, LL Cool J, is still making waves in the industry! His platform, Rock The Bells, just secured $15 million in funding from various investors, including Raine Ventures, Irving Azoff of Iconic Artists Group, and Paramount Global, along with Amex Ventures, Wildcat Capital Management, and Capstar Ventures.



LL Cool J and Paramount Global have also entered a multi-year first-look deal to produce feature films, both scripted and unscripted. Additionally, they will be live-streaming the 2023 Rock The Bells Festival, which will be celebrating the 50th anniversary of Hip-Hop. The two entities have also come together to identify and develop co-branded merchandise with Paramount's intellectual property, as well as provide marketing help for Rock The Bells content and experiences.



These exciting developments signify the growth of the hip-hop genre and its ever-lasting impact. LL Cool J said in a statement that he's honored to be leading the resurgence of timeless hip-hop and bridging the generations. He added that he's excited for the amazing things they have planned for the community, fans and brands.



Rock The Bells is now gearing up for their next big event, the Rock The Bells Festival, which will be taking place at Forest Hills Stadium in LL's hometown of Queens on August 5th. They will also be hosting a Rock The Bells Cruise: A Hip-Hop Experience from Miami to the Bahamas from November 13-17.

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