Cole Bennett, a 22 year old videographer and entrepreneur from Chicago, Illinois. Cole started his own YouTube channel called Lyrical Lemonade in September of 2013 with the intent to film music videos for rappers and hip-hop artists. Even in 2013, music videos were very popular and the competition to get a videographer to create a video for an artist was large, but Cole was unique. Cole’s videos were like none other and really allowed viewers to remember artist by their videos. Before Cole’s videos, rappers never really took the music video industry seriously. In the year 2013 alone the top ten music videos consisted of Miley Cyrus, Katy Perry, Selena Gomez, Avicii, etc. None of these artists were involved in rap or hip-hop at the time. Rap was still kind of an underground thing for almost all rappers with exception for a few.

After 2010, streaming music started to become increasingly popular. Streaming companies such as Spotify, Pandora, and in Cole’s case, Soundcloud began to take off. Soundcloud was different from the main streaming services. They didn’t really represent major record label artist. Instead they stood for giving underground, unsigned artists a chance at the spotlight. The artists that used Soundcloud to gain fame such as Lil Xan, Lil Skies, and Lil pump became targets for Lyrical Lemonade.

https://www.linkedin.com/in/cole-bennett-3385a4126

The video that made Cole blow up was “Betrayed” by Lil Xan. This video has over 130 million views and counting and is recognized as the original video that brought fame both to Cole Bennett and Lil Xan. As anyone would have guessed, after that video, artists began chasing after Cole Bennett. Lyrical Lemonade went from the company who produced the music videos to the platform that showcased new and upcoming artist. As of today, Cole as directed over 300 music videos. YouTube has become a media platform to reach out to a huge audience, and Lyrical Lemonade is the brand that represents all the artists. Lyrical Lemonade’s YouTube channel now has over 5.4 million subscribers which basically means anytime Cole decides to post a new music video for a new artist millions of people are going to view it within hours.

Not only has Cole changed the lives of many different artist, but he has completely changed the way rappers become popular. Rappers no longer need to continue to advertise their music, and get people to talk about it. All they need now is a platform such as Lyrical Lemonade that can advertise their music for them, and within minutes their famous. Not only is Cole Bennett an innovative thinker in the way he creates his incredible visuals for music videos, but he is forever a game changer in the entire music industry.