rock the bells

More than 30 years ago, a young LL Cool J debuted the first single off his "Rock The Bells" album.

At the time, hip hop was still a new cultural force, and few young rappers were thinking about preserving its traditions. Now, many of those who helped build the global culture are gone – from the Wu Tang Clan's Ol' Dirty Bastard to Tribe Called Quest's Phife Dawg to, most recently, Shock G – and LL Cool J is trying to build a brand for classic hip hop, one that pays back some of its artists.

Named Rock The Bells after the song of the same name, the Los Angeles-based company sees itself as a content and commerce brand dedicated to the OG's of hip hop, some of whom have an ownership stake in the company.

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