“It’s not just a natural coin game for me. It’s more about doing things right, doing anything from the middle of my center and solving a real challenge that I think exists,” says LL Cool J. “And this challenge is the representation of classic and enduring hip-hop in the mainstream and in the world.”
The site was announced in June with the help of investors who added Mark Cuban; recently named Netflix CMO Bozoma Saint John; and Egon Durban, co-CEO of the Silver Lake equity corporation itself. Rock the Bells has also shaped what he calls a hip-hop alliance, betting on the apple compared to the hip-hop architects mabig apple, adding Big Daddy Kane, Run-DMC, Salt-N-Pepa, etc.
“[Rock the Bells] is a painting in progress. We’ll continue iterating. We’ll keep doing it. But I think that’s all it takes,” says LL Cool J. “Hitale is written through the winners. That’s why I searched for this story should suit those artists and culture in general.
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