Bennett originally founded Lyrical Lemonade as an internet blog when he was a high school student in Plano, Illinois. His mother helped him come up with the blog's name and had given him a video camera. He began directing music videos for local Chicago rappers, such as Vic Mensa, Taylor Bennett (no relation), King Louie,[3] and Ridgio,[4][5] all of which he uploaded onto the Lyrical Lemonade channel.[6][7] His channel also featured live show recaps, cyphers, documentaries and interviews.[8]
2016–2023: Rise to popularity and numerous music videos
The channel then expanded into other sub-genres of hip hop beyond the local Chicago scene, such as the emerging Soundcloud rap sub-genre. In 2016 and early 2017, he gained early recognition, working with artists such as Famous Dex, Lil Pump, Smokepurpp, and Ski Mask the Slump God. On April 7, 2017, he released his first short film, "Lone Springs". In August 2017, he directed the music video for the Lil Xan single, "Betrayed", which was certified Platinum by the RIAA in 2018.[9] He later directed numerous music videos for hit songs, which include Ski Mask the Slump God's "BabyWipe", Lil Skies' "Red Roses" and "Nowadays", and YBN Nahmir's "Bounce Out with That".
In May 2018, he directed the music video for Chicago rapper Juice Wrld's "Lucid Dreams", which peaked at number 2 on the Billboard Hot 100.[10][11] As of August 2024, the video has surpassed 1 billion views on YouTube, becoming his most popular video on the channel. He has since worked with mainstream figures in hip hop such as J. Cole,[12]Wiz Khalifa,[13]Kanye West,[14] and Eminem.[15]
In January 2020, he directed the music video for Kentucky rapper Jack Harlow's breakout single "What's Poppin". In March 2020, he directed the music video for Eminem's hit single "Godzilla".[16] The video itself features cameos from Dr. Dre and Mike Tyson.[17] It gained 13 million views in 24 hours.[18] In December 2020, in his second collaboration with Eminem, Bennett directed the music video for the rapper's single "Gnat".[19]
2023–present: All Is Yellow
In 2023, Bennett began releasing tracks from his debut studio album, titled All Is Yellow (2024). The lead single from the album, "Doomsday", with Juice Wrld and Cordae, was released on June 23, 2023 and reached number 58 on the Billboard Hot 100, 49 on the Canadian Hot 100, 83 on the Irish Singles Chart, and 92 on the UK Singles Chart. The album's second single, "Guitar in My Room", with Lil Durk and Kid Cudi, was released on September 29. The third single, "Hello There", with Corbin, Lil Tracy and Black Kray, was released on October 20. The album's fourth single, "Stop Giving Me Advice", with Dave and Jack Harlow, was released on December 8 and charted at number 33 on the Irish Singles Chart, and 29 on the UK Singles Chart. The fifth and final single, "Fallout", with Gus Dapperton, Lil Yachty and Joey Badass, was released on January 12, 2024.
Pitchfork named Ski Mask the Slump God's 2017 "Catch Me Outside" music video, which was directed by Bennett, one of their favorite music videos of the 2010s.[24]
Other ventures
Bennett has also ventured into creating merchandise and lemonade beverages under the Lyrical Lemonade name. He said, "I really want to compete with Minute Maid and all of the elite lemonade and juice companies and I really think we can do that."[25]
In February 2020, Lyrical Lemonade collaborated with Jordan Brand.[26] The collection included an Aerospace 720 shoe, a hooded sweatshirt, and a long sleeve t-shirt.[27] In April 2020, Lyrical Lemonade collaborated with streetwear brand FTP. The collection included a hooded sweatshirt, a t-shirt, and co-branded cans of lemonade.[28][better source needed]
In November 2021, Cole Bennett launched another virtual retail space called "By Cole Bennett."[29] Here, individuals are able to buy clothing and other soft goods that are designed by Bennett himself and are subject to limited releases. On the same virtual store front, Bennett occasionally allows fans to purchase props previously used in Lyrical Lemonade videos.
Bennett hosts a music festival called Summer Smash every year. It is presented by independent Chicago-based event production label SPKRBX.[30]
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