Rock The Bells positions itself as a content-and-commerce brand focused on classic hip hop, merchandising vintage and luxury apparel alongside editorial and video storytelling. The site curates items such as Kangol bucket hats, Timberland boots and designer accessories, and the brand operates a SiriusXM channel launched in 2018. Several classic hip hop artists — including Big Daddy Kane, Run DMC, Salt-N-Pepa, Fab 5 Freddy and others — hold ownership stakes in the company. Leadership includes CEO LL Cool J and President James Cuthbert, who joined from BET in October. The company organizes its strategy around three pillars — content, commerce and experiences — and plans episodic and long-form docuseries, live experiences and a potential Rock The Bells music festival. Management reports that merchandise and the SiriusXM channel are performing well, that experiences are profitable, and that it expects to exceed its commerce plan for the year.

Total raised

$8M

Funding rounds

1

Latest round

Series A

Latest activity

Apr 2021