Ll Cool J

The Greatest of all Time

LL Cool J, which stands for Ladies Love Cool James, was

one of the first hip-hop artists to be popular in the

mainstream music scene. In the mid 1980's he was part of a

new radio friendly rap, and was responsible to pave the way

for a new style of rap: the rap ballad. In the very competitive

rap music industry, most hip-hop artist albums don't make it

mainstream. This was not so for LL, his longevity in his

career has been an inspiration for the hip-hop artist of today. With

over twenty years in the entertainment business, LL Cool J is still

recognized today as one of the greatest in the business. One must

ask what is his secret formula to success?

LL Cool J is a marketing genius, trendsetter, and he is driven

by his passion for rap music. LL image has played a major role in

his marketing. Wearing Kangol bucket hats and baseball caps at all

times would become a trademark. Having one of his pant leg

rolled up to his calf would become another style that was part of his

image. From being a skinny rapper in the mid 1980's and bulking

up with muscles would also be part of his image. All of the

marketing plans that he has created set a huge trend in the hip-hop

community.

One of the greatest movement LL has created was when he

release his sophomore album "Bigger and Deffer" in 1987. The

album was a huge success, the album went double platinum, his

single "I Need Love" off the album was release and put him in a

whole other category. It was the very first rap ballad that won the

hearts of the woman. Rap ballads were very different from the

hardcore, rough style, street slang that many rappers had adopted.

Rap ballads were songs directed towards woman, describing how

you felt for her. After "I Need Love" LL Cool J would become known

for his rap ballads. This style of music has influence artist such as

Nelly, Bow Wow, 50 cent and hundreds of rappers to make

crossover records to win the woman fan base.

LL also tapped into several other markets which help the