In 2018, LL Cool J introduced Rock the Bells Radio, a SiriusXM channel devoted to all issues classic hip-hop, from curated retrospectives to in-depth interviews. LL Cool J’s venture wasn’t best to spin throwback jams; he sought after to contextualize the early generation of hip-hop that paved the option to the style changing into the mainstream drive it’s nowadays.

Now he’s expanded his venture with the Rock the Bells platform, a website online that includes articles, video content material, and extra—all with the identical goal of spotlighting and dissecting classic hip-hop.

“This wasn’t only a natural cash play for me. It used to be extra about getting it proper and doing one thing from the center, and fixing an actual downside that I believe exists,” LL Cool J says. “And that downside is the illustration of classic and undying hip-hop in the mainstream and in the global.”

The web page introduced in June with lend a hand from traders together with Mark Cuban; newly appointed Netflix CMO Bozoma Saint John; and Egon Durban, co-CEO of personal fairness company Silver Lake. Rock the Bells has additionally shaped what it’s calling a hip-hop alliance, i.e. giving possession stakes in the corporate to lots of the architects of hip-hop, together with Big Daddy Kane, Run-DMC, Salt-N-Pepa, and extra.

“[Rock the Bells] is a piece in development. We are going to proceed to iterate. We’re going to proceed to make stronger it. But I believe that it’s one thing that’s wanted,” LL Cool J says. “History is written via the winners. So I sought after to get that narrative proper for those artists, and for the tradition generally.”

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