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LL Cool J’s Rock the Bells Wants to Create Hip Hop’s Version of Classic Rock

Cynthia Littleton Business EditorLL Cool J’s media and e-commerce venture Rock the Bells is poised for a growth spurt now that the company has raised $8 million from private investors.James Cuthbert, the former BET and Coca-Cola marketing executive who joined Rock the Bells as president in October, tells Variety‘s “Strictly Business” podcast that the company plans to invest that new capital in content production, merchandise and e-commerce opportunities and infrastructure to work with brands on marketing and sponsorship opportunities.In Cuthbert’s shorthand, the pillars of Rock the Bells (named for LL Cool J’s 1985 hit) are “content, commerce and experiences.”“We think those work together to form a flywheel,” Cuthbert says.

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