You probably know Lyrical Lemonade, even if the name doesn't mean anything to you. If you watch music videos from up-and-coming artists or have seen some of the artists who have made it to the top 10 on the Billboard charts from SoundCloud rappers, then you've definitely seen the work of Lyrical Lemonade. Cole Bennett, the founder of this company, has managed to be successful without marketing himself too much.
Once you recognize Lyrical Lemonade's unique editing style, it's easy to tell which videos are theirs.
If you watch music videos from up-and-coming artists or have seen some of the artists that have made it to the top 10 on the Billboard charts from SoundCloud rappers, then you've definitely seen the work of Lyrical Lemonade. Once you recognize Lyrical Lemonade's unique editing style, it's easy to tell which videos are theirs.
Lyrical Lemonade's achievements
Their most popular video was the music video for "Lucid Dreams" by Juice WRLD. Lucid Dreams landed at number two on the Billboard Hot 100s and stayed on the charts for 48 weeks. The music video is a different story. The music video, directed by Lyrical Lemonade, currently has over 700 million views. Although it was released in 2018, it is still the most viewed video on the Lyrical Lemonade YouTube channel in 2021. The channel has 18.3 million subscribers, so this video must have been something special. The only other video that comes close to the success of Lucid Dreams is "Godzilla" by Eminem ft. Juice WRLD (with guest appearances by Mike Tyson and Dr. Dre), which currently has 407 million views, but had 13 million views in the first 24 hours it was released.
While not all of Lyrical Lemonade's videos can reach the success of 700 million views, their other popular videos are still going into the millions, and they have one thing in common: Cole Bennett. He directs all of Lyrical Lemonade's videos, and he only releases work that he is proud of. This success didn't come naturally to him either. He has worked hard and earned it.
Photo: Bianca Garcia
How it all began
Cole Bennett grew up in Plano, Illinois, just an hour outside of Chicago. He observed the rap and hip-hop scene firsthand and fell in love with it. At the time, Chance the Rapper and Chief Keef were leading the rap scene in Chicago. He started getting into the video scene by filming live rap shows. Eventually, he went from filming live shows to making music videos. One of his first successful videos was "Hit Em Wit It" by Famous Dex. The video received over 14 million views and helped Lyrical Lemonade break through in 2016. After that, he was able to work with more established names rather than up-and-coming talent. He worked with Lil Bibby, King Louie, Smokepurpp, and Soulja Boy, which helped jumpstart his career.
How does Cole Bennett see the future of Lyrical Lemonade?
Bennett has made it clear that he doesn't just want to make music videos. In an interview with Rolling Stone, Bennett said, "I don't just want to make music videos. I want to explore other sides of things." He doesn't want the Lyrical Lemonade videos to be his only success and has already begun to expand his business. Bennett says he wants to expand every aspect of Lyrical Lemonade, but he wants to do it himself. Bennett turned down a $30 million contract because he wanted to stay true to himself and work independently instead of selling out. While Bennett is obviously very successful, he's not in this business just for the money.
Photo: Kevin Maya
Lyrical Lemonade's Collaborations
Lyrical Lemonade did a collaboration with Air Jordans in February 2020. They have a collection of shoes, the Aerospace 720s. They also sold a long-sleeve t-shirt and hoodie with the Lyrical Lemonade logo. Bennett also collaborated with a streetwear company called FTP (F*** the Population) in April 2020, selling T-shirts with Lyrical Lemonade and FTP logos. Lyrical Lemonade also hosts an annual music festival called Summer Smash. It's based in Chicago, where Bennett started it all. This year, the festival was a huge success with headliners A$AP Rocky, Lil Baby and Lil Uzi Vert.
Bennett also wants to start a lemonade company. He thinks they could compete with some of the leading soda and juice companies like Minute Maid (he definitely has the confidence to compete against those giants!), but he hasn't gotten that far yet.
From 2013 to the present, Lyrical Lemonade has been a huge success, but despite that success, Bennett seems grounded and humble.
After all, their motto is "Global now, Chicago forever."