LL COOL J’s media and e-commerce venture Rock The Bells has reportedly secured an $8 million fund from private investors.

Rock The Bells president and former BET and Coca-Cola marketing executive James Cuthbert told Variety‘s Strictly Business podcast the company plans to invest the money in content production, merchandise and e-commerce opportunities and infrastructure to work with brands on marketing and sponsorship opportunities.

In other words, “content, commerce and experiences” are what will take Rock The Bells to new heights.

“We think those work together to form a flywheel,” Cuthbert said. “The first priority is to bring more staff into the company, which at present has a handful of employees. It’s important to have the right human beings.”

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