The music industry used to be an extremely difficult industry to enter. Any artist  who wanted to be anything used to need a level of exposure before even getting a record deal or being on the radio which were the main methods of people listening to music. However, as the technology as advanced throughout the years, it has become simpler to publish songs. Through the introduction of Sound Cloud and Spotify, anyone who has a computer can record and publish any song.  This entry barrier has largely been negated, but it is still a saturated industry. Arch Ward once said, “The toughest part of getting to the top of the ladder, is getting through the crowd at the bottom.” It is this very problem that is the greatest barrier when becoming a known artist. This is where Cole Bennett comes in.

In 2013, A highschool kid named Cole Bennett started a blog named Lyrical Lemonade. The contents of this blog were based around music, specifically connecting and promoting rappers within the Chicago region. As it gained traction he began creating smaller music videos feature these same lesser known artists. As his blog and videos continued to grow in popularity, he continued working with same lesser known rappers in and around Chicago as well as other cities. This was one of the major steps of the entrepreneurial spirit that Cole exhibited. Most people would continue to move up the ladder of artists until they reached the most well known. Cole, however, saw the need for exposure in this entry level and knew he could not only make a difference in these rappers’ lives but also find a market for his skills.

Lyrical Lemonade continued to grow and Cole Bennett became the main source through which now dubbed “Sound Cloud Rappers” have an opportunity to be noticed. Lyrical Lemonade, specifically its music videos became a major source of recognition for artists who had very little of it. Cole Bennett had the entrepreneurial prowess to identify the need of the lack of recognition for smaller rappers in and around Chicago. However, his genius was recognizing when to stay in that sector of the industry. While his platform did allow him to create videos for some very famous rappers, he stayed within his niche and continued to perfect his craft of rapper recognition.