It’s the organic, it’s the authenticity of everything that keeps me going…I like LA, I like New York, but I like Chicago because it keeps me grounded. It’s clear they’re in this for the long game, and are uninterested in doing anything inauthentic that would damage their trusted brand for frivolous paid promo or ego. And getting a music video directed by Cole has become a rite of passage for most up-and-coming hip hop stars, even after they’re already famous. As a result, they’ve developed unparalleled trust with their community and a great pulse on what’s up next in music. Their focus on quality over quantity forces them to be very selective about who they work with. Why It’s Unique The Lyrical Lemonade team on Fox News ( Instagram )īesides great timing, one difference between Lyrical Lemonade & other digitally-driven underground music platforms like No Jumper, WorldStar, and ELEVATOR is their focus on in-house content creation over curation.įrom music videos, to interviews & blogs, all content distributed to their fans is originally directed & produced in-house, which is rare in this era of endless content. Lyrical Lemonade has built & owns distribution to die-hard fans around the world, and they’re just getting starting. What started 5 years ago as a high school blog in the cornfields of Chicago, is now the new MTV for Gen Z. The channel is known for being an early showcase of the next big stars like Juice WRLD, where their first music video together did 96M views and helped lead to a $3M record deal between Juice & Interscope shortly after.Ĭole describes his business as “a promotion company that coordinates events, film production, shows, music videos, and merchandise.” In other words, a modern day media empire. This is where Cole first quietly introduced the idea of launching an actual lemonade drink to their 2M YouTube subscribers at the time.īut to summarize, Cole started Lyrical Lemonade in high school as a blog to write about Chicago’s underground hip hop scene, while also producing music videos, hosting events, & throwing shows for artists.īy being one of the first music video directors to embrace & share a platform with the melodic punk, youth-inspired “ Soundcloud Rap ” movement in Chicago, Lyrical Lemonade quickly became a global brand and YouTube channel of 9M+ subscribers. If you’re unfamiliar with Lyrical Lemonade, watch Gary Vaynerchuk’s interview with the founder Cole Bennett back in the Spring of 2018. Origin Story Cole Bennett (right) on set with famous Chicago rapper Lil Bibby (2016) ( Instagram ) Īs a fan of the company for nearly 2 years now, I’ve been thinking a lot about what they could do next.
Last week, Lyrical Lemonade teased the highly anticipated launch of their new beverage brand in rapper YBN Cordae’s latest music video. Thirsty yet? ( Twitter ) FaintFlex is a newsletter covering new media & personality-driven startups. Lyrical Lemonade’s launch date announcement.
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