Hip Hop Music Turns 50!

P&G Celebrates How Music Widens Our Views and Our World

August 11th is the official anniversary of Hip Hop Music! In its 50 years, Hip Hop has grown from house parties in the Bronx, New York, to one of the most influential forms of music, transforming cultures around the globe.

LL Cool J takes the stage and performs during the 2023 Rock the Bells Festival in Queens, New York.

P&G honors the stories and storytellers who, through their voices and their art, widen our screens and our views of Black life and our world. On August 5th, P&G and Walmart presented the 2023 Rock The Bells Festival in Queens, NY, to celebrate icons and artists, including P&G partners like Queen Collective’s own Queen Latifah and Rock The Bells Founder LL Cool J, whose rhymes are the soundtrack of #50YearsOfHipHop.


"A lot of companies made big announcements to the Black community during the pandemic but did not always rise up to the task. Marc and P&G truly stepped up to the plate. I'm living proof of that. Rock The Bells is living testimony of this,” shared LL in an interview discussing P&G and Rock The Bell’s partnership with P&G’s Chief Brand Officer, Marc Pritchard.

Queen Latifah takes the stage and performs during the 2023 Rock the Bells Festival in Queens, New York.

Together with P&G brands My Black Is Beautiful, Head and Shoulders, Next of Us, Olay, Charmin, Gillette, Febreze and Old Spice, P&G created an immersive Kings and Queens fan experience at the Rock The Bells Festival, honoring Hip Hop’s impact on fashion, art, food and culture.

A man wearing shades and a Rock the Bells Festival t-shirt smiles as he stands behind a table that showcases the immersive King C. Gillette brand experience.

Through partnerships like Rock The Bells, P&G continues to invest in Black-owned and operated media, close the Black storytelling gap and widen the ecosystem of opportunities for diverse creators. For four years, our signature Widen The Screen initiative, The Queen Collective — a collaboration between P&G, Queen Latifah, Flavor Unit Entertainment and Tribeca Studios — has assisted a record-breaking number of filmmakers and other artists in producing their own documentaries and scripted works.

Hear from Queen Latifah about the importance of the Queen Collective and learn about the iniatiatives’s fourth year filmmakers and how you can watch their films.

For a Behind the Scenes look at Rock The Bells, follow us on social media @ProcterGamble.

Read more about our collaboration with LL Cool J and P&G’s efforts to #WidenTheScreen in recent Forbes Magazine interview.