Paramount Global Leads $15M Investment in LL Cool J’s Rock The Bells

Paramount Global is getting deeper into business with rapper and NCIS: Los Angeles star LL Cool J.

The media company is leading a $15 million Series B funding round in the actor and musician’s Rock The Bells, the hip hop-focused content, commerce and experiences business.

The investment also includes a first-look development deal with Rock The Bells, which will see Paramount get first dibs on scripted and unscripted film and TV content from the company, as well as the rights to livestream the upcoming Rock The Bells Festival, which will be held in August at Forest Hills Stadium in Queens. This year’s festival will celebrate 50 years of hip hop.

Read the full article here.