Irving Azzoff’s Iconic Artists Group and LL Cool J’s Rock The Bells have partnered with record producer and founder of Wu-Tang Clan, RZA in a multi-million deal.

The deal aims to expand and further solidify the music, brand, philosophy and lifestyle of the legendary and influential hip-hop collective, Wu-Tang Clan.

Announcing the alliance, RZA said in a press statement;

“As we evolve from ‘Legendary Status’ to ‘Iconic Status,’ it’s only fitting and serendipitous that we join the team at Iconic Artists Group and Rock The Bells. This partnership will help us continue to expound and expand the Wu-Tang Clan’s legacy.”

The business alliance will encompass film, television, merchandise and brand partnerships such as a recently teased collaboration with Nike in addition to Wu-Tang Clan’s extensive catalog — which includes the multi-platinum albums Enter the Wu-Tang (36 Chambers), Wu-Tang Forever and The W. In efforts to unify Wu-Tang Clan’s global community through one online portal, Iconic Artists Group and Rock The Bells are working with RZA on a project.

Wu-Tang Clan’s influence on hip-hop — and the way the world views hip-hop — is undeniable. The partnership with RZA and Iconic is committed to ensuring that the importance of WTC’s music and their message is celebrated now and for generations to come.” Susan Genco, Co-president of the Azzoff Company said in a statement.

Commenting on the partnership, LL Cool J also said in a release;

“The Wu-Tang Clan’s brand and music have been cornerstones of hip-hop culture. “Our partnership with Iconic Artists Group will enable us to leverage Rock The Bells’ multi-faceted platform — encompassing radio, e-commerce, licensing, content and live events — to unite and engage fans with this iconic brand. Together, we’ll guarantee that the Wu-Tang Clan’s legacy and timeless hip-hop remain powerful forces for generations to come.”