When you think of the music video industry today, one name has become synonymous with innovation, creativity, and the future of hip-hop: Cole Bennett. From his humble beginnings in Plano, Illinois, to building Lyrical Lemonade into a multi-million-dollar brand, Bennett has completely transformed how music videos are made, marketed, and consumed in the digital age. Known for his distinct, high-energy visual style and keen eye for talent, he has worked with some of the biggest names in rap and has helped launch the careers of countless rising stars.
But how did a kid from a small town in Illinois go from making YouTube videos in his bedroom to becoming one of the most influential figures in hip-hop? In this article, we’ll take a deep dive into Cole Bennett’s early life, how he built Lyrical Lemonade from scratch, why Lyrical Lemonade is so successful, and how his work continues to shape the future of music videos and hip-hop culture.
The Early Life of Cole Bennett: Humble Beginnings
Born on May 24, 1996, in Plano, Illinois, a small town just outside of Chicago, Cole Bennett didn’t have the typical background you’d expect from a future music mogul. Plano, with its population of under 10,000 people, wasn’t exactly a hotbed for entertainment or the arts. Growing up, Cole was a creative kid, always interested in art, music, and film. He had a natural curiosity for the world around him, which led him to explore different creative outlets like drawing, photography, and filmmaking.
As a teenager, Cole became increasingly interested in hip-hop, particularly the underground rap scene that was beginning to emerge in Chicago. Chicago has always been a hub for innovation in music, from the rise of artists like Kanye West to the drill movement spearheaded by figures like Chief Keef. This local scene would become incredibly influential in shaping Cole’s career, as he was able to observe firsthand the energy, passion, and unique style of Chicago’s hip-hop culture.
It wasn’t long before Cole picked up a camera and began experimenting with creating videos. While he had no formal training in filmmaking or video production, he learned by doing. He would spend hours watching tutorials, reading articles, and teaching himself how to use editing software. His first videos were small, DIY projects—nothing too fancy, but they showed early signs of his potential. His passion for film and his love for hip-hop began to merge, and soon, Cole had found his creative voice.
Early Influences: Discovering Hip-Hop and Filmmaking
While many directors and filmmakers come from traditional arts backgrounds, Cole Bennett’s path was a bit different. He didn’t attend film school, and he didn’t have an established network of industry professionals to guide him. These artists didn’t just make music—they created entire worlds around their music, blending fashion, art, and culture in ways that felt authentic and innovative.
Cole was especially drawn to the visuals that accompanied the rise of SoundCloud rap, a genre that was beginning to explode in popularity around the time he started creating music videos. SoundCloud rap was all about breaking the mold—artists like Lil Uzi Vert, Lil Yachty, and XXXTentacion were making waves in the hip-hop world with their unique sounds and aesthetics. This underground scene gave Cole the perfect environment to hone his craft. SoundCloud rappers, who often had limited budgets for music videos, were more open to working with up-and-coming directors who could bring a fresh and creative perspective.
In high school, Cole started experimenting with different video concepts, working on music videos for local Chicago artists. He didn’t have the high-end equipment that many directors used—he worked with what he had: basic cameras and a laptop for editing. But what Cole had that others didn’t was a relentless drive and an unwavering belief in his ability to make something special. He wasn’t just trying to make music videos; he was trying to tell stories that connected deeply with his audience. The way he combined raw visuals with a sense of authenticity made his early work stand out.
Lyrical Lemonade: The Birth of an Empire
In 2009, at just 13 years old, Cole Bennett created Lyrical Lemonade, initially starting as a YouTube channel where he posted rap music videos, interviews with local artists, and blog content about the Chicago rap scene. The name “Lyrical Lemonade” was a reflection of Cole’s approach to creativity: “lyrical” because of his connection to hip-hop, and “lemonade” because it felt fresh, vibrant, and full of energy.
At first, Lyrical Lemonade was just a small passion project. It was a place where Cole could express his creative ideas and build connections with local artists. But over time, the channel grew in popularity as more people began to take notice of his work.
His big break came in 2016 when he directed the music video for “Gucci Gang” by Lil Pump. At the time, Lil Pump was an up-and-coming artist with a rapidly growing following, and the video for “Gucci Gang” perfectly captured the energy of the track with its bright colors, exaggerated visuals, and surreal aesthetic. The video was an instant hit, racking up millions of views on YouTube and making both Cole and Lyrical Lemonade a household name in the hip-hop world. The success of “Gucci Gang” opened the door for other high-profile collaborations, and soon, Cole was working with artists like Lil Uzi Vert, Juice WRLD, Ski Mask the Slump God, and many others.
Why is Lyrical Lemonade So Successful?
So, what made Lyrical Lemonade so successful? Why did Cole Bennett’s approach resonate so strongly with both artists and fans? Here are a few reasons:
1. Authenticity at Its Core
One of the key elements of Lyrical Lemonade’s success is its unwavering authenticity. From the beginning, Cole Bennett built his brand around the idea of keeping things real. His music videos weren’t polished or overproduced—they felt raw, energetic, and real. This authenticity made Lyrical Lemonade resonate with artists who were looking for a director who understood their vision and with fans who craved something that felt true to the culture.
2. Creative Vision and Innovation
Cole’s ability to think outside the box and experiment with different visual styles is another reason Lyrical Lemonade became so popular. His music videos are known for their vibrant colors, surreal visuals, and energetic editing. He blends reality with animation, uses unconventional camera angles, and often incorporates a sense of fantasy into the storytelling. This creativity has set his work apart from traditional music videos and has helped elevate the art form.
3. Spotting Emerging Talent
Cole’s talent as a director goes hand-in-hand with his ability to spot emerging artists. From his early work with Juice WRLD, Lil Uzi Vert, and Lil Pump, Cole has consistently worked with artists before they became superstars. This foresight has not only helped elevate the careers of these artists but also kept Lyrical Lemonade at the cutting edge of hip-hop culture. By working with rising stars, Cole has kept the brand fresh and relevant, attracting a new generation of fans with every new video.
4. Expanding Beyond Music Videos
What started as a YouTube channel has now expanded into a full-fledged multimedia brand. Lyrical Lemonade has grown beyond music videos to include merchandise, a music festival (the Lyrical Lemonade Summer Smash), and even album releases. This expansion has helped solidify Lyrical Lemonade as a cultural institution. The Summer Smash festival, for example, has become one of the largest hip-hop events in Chicago, attracting top-tier artists and thousands of fans from around the country.
5. Collaborations and Brand Partnerships
In addition to working with artists, Cole Bennett has also partnered with various brands to expand the reach of Lyrical Lemonade. These collaborations have included limited-edition merchandise, music licensing deals, and other creative partnerships that have helped elevate the brand. The ability to blend art, music, and business has been a key factor in Lyrical Lemonade’s success.
Cole Bennett’s Personal Life: Staying Grounded
Despite his massive success, Cole Bennett remains remarkably grounded and private about his personal life. Unlike many celebrities, he doesn’t seek attention through flashy stunts or constant media coverage. Instead, Cole focuses on his work, his team, and his vision for Lyrical Lemonade. He has always maintained a low-key profile when it comes to his relationships and personal affairs, preferring to let his work speak for itself.
That said, Cole’s personal life hasn’t been without its challenges. Building a brand like Lyrical Lemonade required an immense amount of hard work and dedication, and Cole has often spoken about the sacrifices he’s had to make in his personal life to get to where he is today. Yet, despite these sacrifices, he’s managed to maintain a strong connection to his roots and the people who helped him along the way. Whether it’s his family, his friends, or his collaborators, Cole always emphasizes the importance of community in his success.
The Future of Lyrical Lemonade
Looking ahead, the future of Lyrical Lemonade seems incredibly bright. The brand continues to evolve, with new projects and collaborations being announced regularly. Whether it’s new artists, new videos, or even new business ventures, Cole Bennett is constantly looking for ways to expand his empire. He’s proven time and time again that he’s not just a director—he’s a cultural visionary.
As Lyrical Lemonade continues to grow, it’s clear that Cole Bennett’s influence on hip-hop and the music video industry is just beginning. His work has redefined what it means to be a director in the digital age, and his brand has become synonymous with the future of hip-hop.
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Conclusion: A Legacy in the Making
Cole Bennett’s journey from a teenager in Plano, Illinois, to one of the most influential figures in modern music is nothing short of remarkable. Through Lyrical Lemonade, he has not only shaped the visual language of contemporary hip-hop but has also created a platform that amplifies the voices of emerging artists. His work is a testament to the power of creativity, authenticity, and passion. As Lyrical Lemonade continues to grow and evolve, there’s no doubt that Cole Bennett will remain at the forefront of hip-hop culture, shaping the future of music and film for years to come.
FAQs
1. How did Cole Bennett get started in the music video industry?
Cole Bennett started his journey by creating the Lyrical Lemonade YouTube channel in 2009 while he was just 13 years old. Initially, he posted rap music videos, interviews with local Chicago artists, and blog content. He learned filmmaking on his own, using basic cameras and editing software, and gained recognition for his raw and creative style.
2. What makes Lyrical Lemonade so successful in the hip-hop industry?
Lyrical Lemonade’s success is rooted in its authenticity, innovative visual style, and Cole Bennett’s ability to spot emerging talent. The brand is known for its vibrant, surreal music videos that blend reality with animation. Additionally, Bennett’s knack for collaborating with up-and-coming artists before they hit mainstream success has kept Lyrical Lemonade at the cutting edge of hip-hop culture.
3. Who are some of the notable artists Cole Bennett has worked with?
Cole Bennett has worked with a wide range of popular artists, including Lil Pump, Juice WRLD, Lil Uzi Vert, Ski Mask the Slump God, and many others. His breakthrough came with the music video for Lil Pump’s “Gucci Gang,” which became a viral hit and helped propel both his and the artist’s careers.
4. How has Cole Bennett expanded Lyrical Lemonade beyond music videos?
Lyrical Lemonade has grown into a multifaceted brand that includes merchandise, the Lyrical Lemonade Summer Smash music festival, and various collaborations with other brands. This expansion has turned Lyrical Lemonade into a cultural institution, solidifying its influence beyond just music videos and making it a prominent player in hip-hop culture.
5. What is Cole Bennett’s approach to maintaining his success and staying grounded?
Despite his massive success, Cole Bennett remains grounded by focusing on his work and maintaining a low-profile personal life. He emphasizes community, valuing the support of his family, friends, and collaborators. His dedication to authenticity and creativity has been a driving force behind his continued influence in the music industry.
