LL Cool J’s “Rock The Bells” festival is set to return this year with a boost from a $15 million investment led by Paramount Global. The news comes on the heels of the rap legend’s hosting gig at the 2022 MTV Video Music Awards.
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Paramount Global has announced a $15 million investment in LL Cool J’s “Rock The Bells” festival. Other investors in the festival include Raine Ventures, Irving Azoff, Amex Ventures, and Wildcat Capital Management. In addition, Paramount Global has signed a deal with the festival to air it on its streaming service, Paramount+.
The announcement was made on April 17th, and the festival will be held at Forest Hills Stadium in August. The festival, named after LL Cool J’s classic 1985 single, aims to celebrate hip-hop culture and history.
Last year’s festival saw performances from several hip-hop legends, including Remy Ma, Fat Joe, and Lil Kim, as LL also united with fellow rap legend Ice Cube. This year’s festival is expected to be even bigger and better, thanks to the new investment from Paramount Global and other investors. The festival will also benefit from marketing support from Paramount Global, and the company will have some rights to incorporate Paramount intellectual property into its consumer products.
LL Cool J’s ‘Rock The Bells’ ‘Leads The Resurgence Of Timeless Hip-Hop’
According to the Hollywood Reporter, LL Cool J said in a statement:
“This Series B round is a reflection of the confidence that our investors have in Rock The Bells as a global platform. 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.”
The investment in “Rock The Bells” comes on the heels of LL Cool J’s hosting of the 2022 MTV Video Music Awards held in September.
The “Rock The Bells” festival is a unique and important event in the world of hip-hop, and with the support of Paramount Global and other investors, it is sure to continue to grow and evolve in exciting ways. Fans of the genre should mark their calendars for August and get ready for an unforgettable experience.
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