With LL COOL J’s inaugural Rock The Bells Festival right around the corner, New York City-based artist Jay Shells is building anticipation for the event with his viral “Rap Quotes.” Originally launched in 2013, Shells gained national recognition for the project when he placed over 30 street signs with lyrical references to Hip Hop songs at their appropriate Big Apple locations.
Now, Shells is back, posting iconic quotes from the full Rock The Bells lineup around New York City, including LL COOL J, Ice Cube, Rick Ross, Lil’ Kim, Cam’ron, Jim Jones and Juelz Santana from The Diplomats, Fat Joe, Remy Ma, Jadakiss, Scarface, Trina, N.O.R.E, Digable Planets’ Ladybug Mecca and Butterfly Digable Planets and Roxanne Shanté.
The Rock The Bells Festival is a day-long celebration of Hip Hop culture taking place Saturday (August 6) in Queens, New York, the week of Hip Hop’s 49th anniversary. The experience features live performances, interactive experiences, art exhibits, food, fashion and more.
As for the “Rap Quotes,” Shells explained in a press release, the campaign has become “a creative journey that’s allowed me to discover a deeper understanding and connection to some of my favorite Hip Hop artists by providing additional context to their lyrics.
“I’m excited to be working with Rock The Bells during Black Music Month to celebrate the festival lineup and showcase their lyrics around New York City. As long as Hip Hop artists keep making new music, this public art campaign will never be done, and I’m excited to bring it to life in new and unique ways with partners that share the same vision.”
The Rock The Bells Festival is co-produced by AEG. Check out the “Rap Quotes” sizzle reel above and find more information here.
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