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Here's why LL COOL J just launched the Amazon for hip hop fans

LL COOL J explains why he launched his online marketplace Rock The Bells.

Video Transcript

LL COOL J: Well, you know, look, I think that Generation X has been completely, you know ignored and written off. I mean, they're a group that built hip hop. They're a generation that is rooted in a culture. They're a generation that really lives it and speaks it. You know, they'll pay for elevated experiences. I think that they're just a group that really loves and enjoys classic hip hop. And no one has really saw the value in that, and [? they ?] just been [? sleep. ?]

So it's not in any way trying to, like, say anything negative about the millennial generation, which is a cool generation as well. But I just feel Gen X is a generation that I completely understand and that has really been ignored for a long time. And, you know, "Rock the Bells" really has the kind of content, commerce, and experiences that that generation loves. And, you know, what's interesting about that is the dirty little secret is we over-index with Gen Z because of our connection to Gen X. So it's pretty cool.