Skip to main content LL Cool J's Rock the Bells Wants to Create Hip Hop's Version of Classic Rock Cynthia Littleton, provided by FacebookTwitterEmail LL Cool J’s media and e-commerce venture Rock the Bells is poised for a growth spurt now that the company has raised $8 million from private investors. James Cuthbert, the former BET and Coca-Cola marketing executive who joined Rock the Bells as president in October, tells Variety‘s “Strictly Business” podcast that the company plans to invest that new capital in content production, merchandise and e-commerce opportunities and infrastructure to work with brands on marketing and sponsorship opportunities.