But beyond that, Lyrical Lemonade is the beating heart for much of what’s happening in hip-hop. It’s become a centralized hub for hip-hop videos from around the world, and a song being featured on Lyrical Lemonade often presages a rise to the top for an artist. Lyrical Lemonade itself has become one of the most prominent tastemakers in hip-hop. By taking authorial control and building out unique identities for some smaller name rappers, he now has the flexibility to do his own thing when it comes to working with the biggest stars around.īut there’s more than just Bennett’s skills as a director at work here. It’s rare that you see the level of fan awareness surrounding a video director, and it’s rare for you to see such unconventional videography style in a hip-hop video, but that’s just how Bennett likes it. He receives fan mail and even presents delivered to the Lyrical Lemonade office regularly. Lyrical Lemonade: A Local Operationīennett’s close interpersonal relationship with much of the Chicago scene, along with his unique style of animation and understanding of the game, has transformed him into potentially the hottest rap video director in the game.īennett has built a fanbase all his own at just the age of 23, and those fans are passionate. And just a short time after that, he was enlisted to work with some of the biggest names in the business.Įveryone from Eminem to Kanye West to Wiz Khalifa has shelled out money and time to work with Bennett under the Lyrical Lemonade name. Creating videos for rappers like Taylor Bennet and Vic Mensa drew the appreciation of larger names – and by 20, he was working with more recognized talents like Famous Dex and Lil Xan. The accessibility of the artists – along with Bennett’s personability and authenticity – created an approach to artists that was more personal than most.īennett’s integration into the scene led to friendships, and then collaborations, with some serious talent. If you wanted to see what was going on in the hip-hop underground, Bennett’s channel became the place you wanted to go. His videos started as recaps and recordings of shows, but he went on to develop into documentaries about up-and-comers in Chicago hip-hop and more intimate ciphers. The Lyrical Lemonade blog developed into a YouTube channel, and Bennett quickly became a well-known quantity in the Chicago scene. Using a video camera given to him by his mother, Cole would drive an hour and a half to record the shows of then-budding artists like Chief Keef and Chance the Rapper. He started Lyrical Lemonade while he was still in high school, and it was initially just a blog meant to document the nearby Chicago hip-hop scene. He just looks like any other underdressed young white dude, but what he represents is an innovative approach to success that offers a pathway to success for artists beyond appealing to the suits at record labels. You probably wouldn’t peg Cole Bennett as an important face in hip-hop just by looking at him. Here’s everything you need to know about Lyrical Lemonade. The indie platform has become one of the most reliable methods for helping small name hip-hop talents get the attention of the public, and it’s been around for quite some time.īut the origin and scope of Lyrical Lemonade are interesting and could set the course for what the industry will look like in the years or even decades to come. If you’re into hip-hop that extends beyond the Top 40 radio playlists, there’s a good chance you’ve heard about Lyrical Lemonade. Home » Too Short » What is Lyrical Lemonade?
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