How LL Cool J’s Media and Commerce Venture is Creating Hip Hop’s Version of Classic Rock

James Cuthbert, president of Rock the Bells, discusses the company’s growth plans following its successful recent fundraising round of $8 million. The former BET and Coca-Cola marketing executive sees big potential for the legendary hip hop star’s company to craft a media and lifestyle brand that speaks to a multi-generational swath of consumers. Cuthbert discusses the company’s evolution into e-commerce, content production and live experiences and the importance of working to “uplift the culture.” Learn more about your ad-choices at https://www.iheartpodcastnetwork.com