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LL Cool J

LL COOL J (James Todd Smith) is the founder and CEO of Rock The Bells, the preeminent voice for classic and timeless Hip-Hop. The modern media brand, specifically designed for Gen X, focuses on content, commerce and experiences that honor the CULTURE and the core elements of Hip-Hop — MC's, DJ's, Breakdancers, Graffiti Artists – in one robust platform.
Since founding Rock The Bells in 2018 LL COOL J has led a successful investment seed round, partnered with pioneering startup investor Geoff Yang, founder of Redpoint Ventures and Chairman of Rock The Bells, and hired executive talent from Farfetch, Facebook, Macro, HighSnobiety and StyleHaul to build out a robust content, commerce and experience offering that delivers on the brand’s mission.
Known as a global entertainment icon and entrepreneur with a career spanning three decades, LL COOL J’s impressive body of work includes the successful SiriusXM channel “LL COOL J’s Rock The Bells Radio,” ten consecutive platinum-plus selling albums, a New York Times bestselling book and he is the first rapper to receive the prestigious Kennedy Center Honor.
He currently stars in the CBS hit primetime drama series NCIS: Los Angeles, which premiered its eleventh season in September 2019. He is two-time Grammy® Award winner, NAACP Image Award winner, and both a passionate and avid philanthropist.
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