For a rap veteran who shaped the sound and character of hip hop is important to build something that could expand the culture, preserve its influence and give back to its founding figures.
That’s why LL Cool J made sure that hip hop pioneers own shares in Rock the Bells the way they own their place in the culture.
During his recent interview with the Million Dollaz Worth Of Game podcast, LL was talking about his vision of this enterprise:
One of the things I did with Rock the Bells, the company, it’s not just a radio channel, it’s not just a festival, it’s not just the cruise, it’s an actual full company with content, commerce, and experiences. Kool Herc has equity in the company, he owns a piece. Big Daddy Kane owns a piece, Roxanne Shantae owns a piece, Run DMC owns a piece, Jonathan Mannion, the photographer, Salt’n’Peppa own a piece… I made sure that different people had a piece. Eminem actually invested too. I made sure that people I felt like the people who started this culture and who helped contribute to this culture deserve to share in the success of the company, of Rock the Bells. Because I believed from the beginning that it would be a success. Sometimes I’m not even sure they understand what they own now because Rock the Bells has become something really major.
Earlier, LL Cool J was talking about why Eminem got involved and found his place among the most prominent hip hop pioneers invited to the table:
Eminem wrote a check and invested in Rock the Bells because he believed in the mission as much as we did. He is one of our icons. Eminem also took hip-hop further globally, and he touched many markets that many artists probably wouldn’t have touched.
As you can see, the respect running between Marshall and LL is deep and mutual. It means that their long awaited collaboration, which LL Cool J announced recently, will be special. And hopefully, won’t be delayed any longer.
