LL Cool J

LL Cool J

Paramount Global Signs First-Look Deal With LL Cool J’s Rock The Bells

LL Cool J’s Rock the Bells said Paramount Global, along with Raine Ventures and Irving Azoff of Iconic Artists Group, led a $15 million funding round for the hip-hop platform, which has also signed a first-look deal with Paramount.

Amex Ventures, Wildcat Capital Management and Capstar Ventures also participated in the Series B raise, with additional investment from ASK Capital, North Island (Glenn Hutchins), AME Cloud Ventures and XO Capital.

The fresh funds will help scale the three pillars of the business – content, commerce and experiences –including creating more long-form projects, launching retail partnerships and experiential events, and expanding in Europe. It will also grow its annual Rock the Bells Festival.

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