Hip-Hop has been around for just over 50 years now, and 40 of those years have seen LL Cool J as one of the most prominent Hip-Hop artists ever. Think about that—he’s been doing his thing for 80% of the life of a music genre. And doing it well!

With LL’s 40-year anniversary in Hip-Hop this year, he reimagines his legacy with a vinyl reissue series. A 40-year journey resurfaces in a new era, kicking off with All World: Greatest Hits and Phenomenon, set to be released on April 11th.

But first, he debuts his first-ever “Rock the Bells” music video, bridging generations. Strange to think that he never made a music video for this classic when he released his debut hit album Radio. Released on February 21st, the black-and-white video, filmed in a classical style, goes back to the streets of the city that made him, with a cast of subway dancers, local MCs, young kids, and street performers rapping the lyrics to the track.

It gives a youthful excitement of mid-80s Hip-Hop in the modern age through the fresh and spirited performances of the cast. It's a brilliant tribute to the music, to LL Cool J, to New York, and to “Rock the Bells.”

The video's director, Gregory Brunkalla, tells The FADER in an exclusive statement:

"I pitched LL this idea of having real [New Yorkers] rap lyrics all over the city, and he thought it would be perfect to celebrate the 40th anniversary of 'Rock the Bells,' which came out in 1985. I think it works so well because it’s a song so many people already know. On the day we were filming the shot in the basketball court, we showed up to the location, and a random Jeep drove by with the windows down blasting 'Rock the Bells'—that’s some crazy synchronicity. Makes you feel like things are truly lining up!"

“Rock the Bells” is a classic, but it is not just a classic—it’s power and force in motion, feeding the next wave of artists and fans who will carry Hip-Hop forward.

LL Cool J not only changed Hip-Hop—the way we hear it, view it, and think about it—he took it and himself to a different level. James Todd Smith was one of the first to achieve commercial success in Hip-Hop. It took a long time for Hip-Hop to be recognized, and LL was the one to do it.

Along the way, he became a Rock & Roll Hall of Fame inductee, NAACP Image Award winner, two-time Grammy Award winner, and a Kennedy Center Honoree. So naturally, he released a greatest hits album only 11 years after entering the game. But when you have so many hits, it’s not a surprise.

Released on November 5, 1996, All World: Greatest Hits brings together LL Cool J’s era-defining anthems, including “Rock the Bells,” “I Can’t Live Without My Radio,” “Mama Said Knock You Out,” “I’m Bad,” “Around the Way Girl,” “The Boomin’ System,” “Doin’ It,” and “I Need Love.” There are not many greatest hits albums that have a better line-up than this, in any music genre.

A year after releasing his greatest hits album, he released Phenomenon on October 14, 1997, showcasing LL’s ability to reinvent Hip-Hop storytelling with tracks like “Phenomenon,” “Candy” (feat. Ricky Bell & Ralph Tresvant), “4, 3, 2, 1” (feat. Canibus, DMX, Master P, Method Man & Redman), “Don’t Be Late, Don’t Come Too Soon” (feat. Tamia), and “Hot, Hot, Hot.”

After the success of his previous studio release Mr. Smith, the same philosophies ring true with Phenomenon—some sweet R&B-influenced tracks and a few more hard rap tracks, while adding a more personal song in “Father.” While the production (executively produced by Sean “Puffy” Combs) may not be as solid as on his past albums, LL kills it on his lyrics and flow, taking us back to what made him such an amazing rapper from the start.

The video is a must-watch. It is produced and directed perfectly—so much feeling, so much love, so much New York, so much LL. Videos are not made like this anymore. While there was never a video made for “Rock the Bells” back in the day, this certainly could have been created 40 years ago, which makes it an instant classic.

As for the vinyl reissue series, if you are a classic Hip-Hop fan—especially a fan of vinyl like I am—you will need to pick these up quickly. Both albums will be available as limited-edition color variant 2LP pressings and standard black 2LP pressings, allowing fans to own a piece of history while celebrating LL Cool J’s ongoing influence.

Is LL Cool J the G.O.A.T? I don’t know the answer to that, but I do know that he has done his thing well for most of Hip-Hop’s life. Not many have been able to maintain an amazing career like he has.

One Love,
Todd M. Judd