LL COOL J’s Rock The Bells organization has grown into quite the brand with their inaugural festival arriving 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 wasn’t going to let Hip Hop history and culture wither away into the darkness.

“I founded @RockTheBells because I believe Hiphop culture isn’t disposable,” he tweeted. “I also believe true art/artists don’t have an expiration date.”

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 J’s 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.

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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 J’s hometown of Queens, New York. Festival attendees will also be treated to an expansive Hip Hop food court that offers grub from several brands such as Nas’ Sweet Chick restaurant, E-40’s Goon With A Spoon, Jadakiss and Styles P’s Juices For Life, Mia X’s Mama Mia foods, Ghostface Killah’s Killah Koffee and Bun B’s Trill Burgers.

Bun B Brings Trill Mealz Food Court To Rock The Bells Festival With Nas, Ghostface Killah, Mia X + More

“This festival is my way of showing love to the community of Hip Hop and celebrating the incredible journey this culture has taken, going from DJ Kool Herc’s Sedgwick Avenue rec room, to the global phenomenon we all cherish today,” LL COOL J said about the festival in statement. “Getting to bring some of the most iconic and influential Hip-Hop artists to the same stage, in my hometown and the city that started it all, is an honor and I can’t wait for everyone to see what we have in store for them.”