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LL COOL J's Rock The Bells organization has grown into an impressive brand and the legendary Queens rapper has given fans an explanation behind its creation.

LL COOL Js Rock The Bells organization has grown into quite the brand with their inaugural festivalarriving next month, and the legendary Queens rapper has given fans an explanation behind its creation. On Wednesday (July 20), Uncle L took to his Twitter to share a message with fans wondering why he founded Rock The Bells at this stage of his career. According to LL, he wasnt going to let Hip Hop history and culture wither away into the darkness. I founded @RockTheBells because I believe Hiphop culture isnt disposable, he tweeted. I also believe true art/artists dont have an expiration date. I founded @RockTheBellsbecause I believe Hiphop culture isnt disposable. I also believe true art/artists dont have an expiration date. LLCOOLJ (@llcoolj) July 20, 2022 LL COOL J founded Rock The Bells in 2018 with a focus on uplifting the culture and elements of Hip Hop. The brand uses content, commerce, merchandise and various experiences, such as the upcoming inaugural festival, to remind fans where Hip Hop came from. The name comes from LL COOL Js 1985 hit Rock The Bells and the rap icon had to take ownership back after another company had used the name for their own festival in the mid-2000s. LL announced Rock The Bells Festival in April and revealed the star-studded list of performers due to take to the stage: Ice Cube, Rick Ross, Lil Kim, The Diplomats, Fat Joe, Remy Ma, Scarface, Trina, N.O.R.E., Digable Planets, Scarface and more. Hip Hop legend Roxanne Shante will handle hosting duties, while DJ Scratch and DJ Mister Cee will provide the soundscapes for the entire event. The festival takes place on August 6 at Forest Hills Stadium in LL COOL Js hometown of Queens, New York. Festival attendees will also be treated to an expansive Hip Hop food courtthat offers grub from several brands such as Nas Sweet Chick restaurant, E-40s Goon With A Spoon, Jadakiss and Styles Ps Juices For Life, Mia Xs Mama Mia foods, Ghostface Killahs Killah Koffee and Bun Bs Trill Burgers. Read more