Lil Nas X is cooking up a new partnership with Taco Bell.
The record-smashing hip-hop artist is today (Aug. 23) unveiled as chief impact officer at the fast food chain, a new relationship that will play out with a menu of activities, collaborations and a company-wide push for his forthcoming album Montero.
The 22-year-old artist (real name Montero Lamar Hill) and Taco Bell have history that pre-dates his hits.
Back in 2017, the artist was part of the Taco Bell team at an Atlanta-area outlet. Fast-forward to now, and he’s riding the success of two global No. 1 hits in “Old Town Road” and “Montero (Call Me By Your Name).”
The CIO is a newly-created honorary role, one which combines food, music and philanthropy.
In the first 60 days, Lil Nas X and Taco Bell will join forces on “an exclusive experience” around the upcoming release, and the rapper will play lead on some “menu innovations.”
Also, Lil Nas X will team with the Taco Bell Foundation to recognize and reward young creative individuals via the Live Más Scholarship, and, from today, he’ll appear in Taco Bell’s breakfast campaign, with further “fan engagement opportunities” to be announced later this fall, a statement reads.
Both parties have high hopes for the alliance.
“Lil Nas X knows the job, the experience and the culture Taco Bell creates for its fans – including its people,” comments Mark King, CEO of Taco Bell, in the media release. “This unique partnership will deliver on more than just marketing, allowing us to tap into the genius of Lil Nas X to inspire our team members and align with our commitment to unlocking opportunities for young people.”
The artist’s “expertise in understanding social media and youth culture alongside his skills in creating great music makes this partnership with Taco Bell exciting, brave and one of the most innovative campaigns I’ve had the pleasure of creating,” adds Jennifer Frommer, senior vp brand partnerships & commercial sync at Columbia Records.
Lil Nas X has been dishing out hits for the past two years. None come any bigger than “Old Town Road,” featuring Billy Ray Cyrus, which reigned over the Billboard Hot 100 for a record 19 weeks in 2019.
He scored his second No. 1 on the chart in April, with “Montero (Call Me by Your Name).”
In June 2021, the rapper revealed his highly anticipated first full-length album would be “coming soon,” though a release date has not been announced.