L.L. Cool J’s Rock the Bells raises 15m in Series B funding led by Paramount Global, others

Actor and musician LL Cool J just got fresh cash injected into Rock The Bells, the hip hop-focused content, commerce, and experiences business. The Series B funding round was led by Raine Ventures, Irving Azoff of Iconic Artists Group, and Paramount Global, with participation from Amex Ventures, Wildcat Capital Management, and Capstar Ventures. 

What is more, additional investment came from ASK Capital, North Island, AME Cloud Ventures, and XO Capital, according to Billboard. The platform also reports that the funds will be used for a host of other projects, including expanding to the European Union, opening new retail projects, creating long-form content, and also expanding the annual Rock The Bells festival. 

As part of the deal, Rock the Bells and Paramount Global have entered into a multiyear first-look agreement covering feature films and scripted and unscripted content, as well as the opportunity to live-stream the 2023 Rock the Bells Festival, which will celebrate 50 years of hip hop. The deal also includes developing co-branded merchandise opportunities, and marketing support.

“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 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.”

“Paramount is thrilled to expand our deep relationship with LL Cool J with our investment in Rock The Bells,” adds Bruce Gillmer, president of music, music talent, programming, and 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.”

LL Cool J founded Rock The Bells in 2018 to lift Hip-Hop culture from its roots to the modern day. Two years ago, the company raised $8 million in a Series A round led by Raine Ventures.

The company has since taken over SiriusXM, a content platform at RockTheBells.com, inked partnerships with mass retailers, and curated experiences and activations with global partners like Brand partners including Target, Walmart, PepsiCo, and Procter & Gamble.