How LL Cool Js Media and Commerce Venture is Creating Hip Hops Version of Classic Rock
b'James Cuthbert, president of Rock the Bells, discusses the company\\u2019s 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\\u2019s company to craft a media and lifestyle brand that speaks to a multi-generational swath of consumers. Cuthbert discusses the company\\u2019s evolution into e-commerce, content production and live experiences and the importance of working to \\u201cuplift the culture.\\u201d'