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Cole Bennett
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Cole Michael Bennett (born May 14, 1996) is an American music video director and record executive.[1] He is the founder of Lyrical Lemonade. He has collaborated with notable artists such as Eminem, Justin Bieber, Kanye West, Juice WRLD, Drake, Jack Harlow, Cardi B and many more. He is well known for his work with Juice Wrld on music videos such as "Lucid Dreams", "Robbery", "Bandit", "Armed and Dangerous" and "Tell Me U Luv Me". Also, he has directed music videos such as YG Marley's "Praise Jah in the Moonlight", Lil Yachty's "Poland", Lil Tecca's "Ransom", Internet Money's "Lemonade", Eminem's "Godzilla", "Gnat" and "Tobey", JID's "Off Deez", Jack Harlow's "Whats Poppin", Wiz Khalifa's "Fr Fr", YNW Melly's "Mixed Personalities", Jennie's "ExtraL", and many others. In 2024, he released the album All Is Yellow, through Lyrical Lemonade and Def Jam Recordings.
Key Information
Early life
[edit]Cole Michael Bennett was born on May 14, 1996, in Plano, Illinois. His dad passed away when Bennett was 2 years old, resulting in him being raised by his mother and two older sisters.[2] He went to Plano High School and DePaul University[3] before dropping out to focus on his career in videography and hip-hop, which he had been interested in since childhood.[4]
Career
[edit]2013–2016: Early career
[edit]Bennett originally founded Lyrical Lemonade as an internet blog when he was a high school student in Plano, Illinois. His mother helped him come up with the blog's name and had given him a video camera. He began directing music videos for local Chicago rappers, such as Vic Mensa, Taylor Bennett (no relation), King Louie,[5] and Ridgio,[6][7] all of which he uploaded onto the Lyrical Lemonade channel.[8][9] His channel also featured live show recaps, cyphers, documentaries and interviews.[10]
2016–2023: Rise to popularity and numerous music videos
[edit]The channel then expanded into other sub-genres of hip hop beyond the local Chicago scene, such as the emerging Soundcloud rap sub-genre. In 2016 and early 2017, he gained early recognition, working with artists such as Famous Dex, Lil Pump, Smokepurpp, and Ski Mask the Slump God. On April 7, 2017, he released his first short film, "Lone Springs". In August 2017, he directed the music video for the Lil Xan single, "Betrayed", which was certified Platinum by the RIAA in 2018.[11] He later directed numerous music videos for hit songs, which include Ski Mask the Slump God's "BabyWipe", Lil Skies' "Red Roses" and "Nowadays", and YBN Nahmir's "Bounce Out with That".
In May 2018, he directed the music video for Chicago rapper Juice Wrld's "Lucid Dreams", which peaked at number 2 on the Billboard Hot 100.[12][13] As of August 2024, the video has surpassed 1 billion views on YouTube, becoming his most popular video on the channel. He has since worked with mainstream figures in hip hop such as J. Cole,[14] Wiz Khalifa,[15] Kanye West,[16] and Eminem.[17]
In January 2020, he directed the music video for Kentucky rapper Jack Harlow's breakout single "What's Poppin". In March 2020, he directed the music video for Eminem's hit single "Godzilla".[18] The video itself features cameos from Dr. Dre and Mike Tyson.[19] It gained 13 million views in 24 hours.[20] In December 2020, in his second collaboration with Eminem, Bennett directed the music video for the rapper's single "Gnat".[21]
2023–2024: All Is Yellow
[edit]In 2023, Bennett began releasing tracks from his debut studio album, titled All Is Yellow (2024). The lead single from the album, "Doomsday", with Juice Wrld and Cordae, was released on June 23, 2023, and reached number 58 on the Billboard Hot 100, 49 on the Canadian Hot 100, 83 on the Irish Singles Chart, and 92 on the UK Singles Chart. The album's second single, "Guitar in My Room", with Lil Durk and Kid Cudi, was released on September 29. The third single, "Hello There", with Corbin, Lil Tracy and Black Kray, was released on October 20. The album's fourth single, "Stop Giving Me Advice", with Dave and Jack Harlow, was released on December 8 and charted at number 33 on the Irish Singles Chart, and 29 on the UK Singles Chart. The fifth and final single, "Fallout", with Gus Dapperton, Lil Yachty and Joey Badass, was released on January 12, 2024.
All Is Yellow was released on January 26, 2024. The tracklist was revealed on January 13, 2024.[22]
Bennett went on to direct a music video for every song of off the album. Three of the videos are yet to be released.
2024–present: Films, documentaries and entrepreneurship
[edit]In May 2024, Bennett announced that he would be stepping down from directing every Lyrical Lemonade video on the YouTube channel. Mentioning that he would be directing only a select music videos a year moving forward. With this, he also stated that he will be signing video directors to keep the story going.[23] Since then, Lyrical Lemonade has signed 3 music video directors – AMD, Diamond Visuals and Reduciano.
In October 2024, it was announced via Rolling Stone that Bennett would be directing a Chief Keef documentary detailing the story of Keef's return home to Chicago, produced by Kenya Barris.[24]
Cole Bennett has mentioned he is focused on making a feature film in the coming years while continuing to build his production company.[23]
Impact
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Lyrical Lemonade has contributed to the rise of various rappers such as Juice WRLD (left) and Jack Harlow (right).
Bennett's Lyrical Lemonade frequently promotes and contributes to the rise of upcoming rappers.[25] Examples of this include Lil Pump, whose appearance on Lyrical Lemonade elevated his popularity to a certain extent.[26] Other examples include Smokepurpp, Juice Wrld, Ski Mask the Slump God, YNW Melly, Lil Tecca, NLE Choppa, Lil Mosey, The Kid Laroi, Yeat, Trippie Redd, and Jack Harlow.[27]
Pitchfork named Ski Mask the Slump God's 2017 "Catch Me Outside" music video, which was directed by Bennett, one of their favorite music videos of the 2010s.[28]
Other ventures
[edit]Bennett hosts an independent music festival called The Lyrical Lemonade Summer Smash every Summer. It was started in 2018 in partnership with Chicago-based event production label SPKRBX.[29] The festival is three days long and brings in over 40,000 people a day. Summer Smash has featured acts such as Travis Scott, Post Malone, Juice WRLD, Lauryn Hill, Insane Clown Posse and many many more.
Bennett has also ventured into creating merchandise and lemonade beverages under the Lyrical Lemonade name. He said, "I really want to compete with Minute Maid and all of the elite lemonade and juice companies and I really think we can do that."[30]
In February 2020, Lyrical Lemonade collaborated with Jordan Brand.[31] The collection included an Aerospace 720 shoe, a hooded sweatshirt, and a long sleeve t-shirt.[32] In April 2020, Lyrical Lemonade collaborated with streetwear brand FTP. The collection included a hooded sweatshirt, a t-shirt, and co-branded cans of lemonade.[33][better source needed]
Since then, Lyrical Lemonade joined Illumination Studios for a partnership. Lyrical Lemonade has done two creative projects for The Minions[34] and one for The Super Mario Bros. Movie with Jack Black.[35]
In November 2021, Cole Bennett launched another virtual retail space called "By Cole Bennett."[36] Here, individuals are able to buy clothing and other soft goods that are designed by Bennett himself and are subject to very limited releases. On the same virtual store front, Bennett occasionally allows fans to purchase props previously used in Lyrical Lemonade videos.[citation needed]
Lyrical Lemonade discography
[edit]Studio albums
[edit]| Title | Details | Peak chart positions | ||||
|---|---|---|---|---|---|---|
| US [37] |
US R&B/HH [38] |
AUS [39] |
CAN [40] |
NZ [41] | ||
| All Is Yellow |
|
43 | 16 | 86 | 51 | 23 |
Singles
[edit]| Title | Year | Peak chart positions | Album | |||||
|---|---|---|---|---|---|---|---|---|
| US [42] |
US R&B/HH [43] |
CAN [44] |
IRE [45] |
NZ Hot [46] |
UK [47] | |||
| "Doomsday" (with Juice Wrld and Cordae) |
2023 | 58 | 19 | 49 | 83 | 3 | 92 | All Is Yellow |
| "Guitar in My Room" (with Kid Cudi and Lil Durk) |
— | — | — | — | — | — | ||
| "Hello There" (with Corbin and Lil Tracy featuring Black Kray) |
— | — | — | — | — | — | ||
| "Stop Giving Me Advice" (with Dave featuring Jack Harlow) |
— | — | — | 33 | 7 | 29 | ||
| "Fallout" (with Gus Dapperton featuring Lil Yachty and Joey Badass) |
2024 | — | — | — | — | — | — | |
| "—" denotes a recording that did not chart or was not released in that territory. | ||||||||
Other charted songs
[edit]| Title | Year | Peak chart positions | Album | ||
|---|---|---|---|---|---|
| US Bub. [48] |
US R&B/HH [49] |
NZ Hot [46] | |||
| "Fly Away" (with JID, Sheck Wes, and Ski Mask the Slump God) |
2024 | — | — | 34 | All Is Yellow |
| "Say Ya Grace" (with Chief Keef and Lil Yachty) |
— | — | 32 | ||
| "This My Life" (with Lil Tecca featuring the Kid Laroi and Lil Skies) |
19 | 49 | 20 | ||
| "Doomsday Pt. 2" (with Eminem) |
— | — | 16 | ||
Accolades
[edit]| Award ceremony | Year | Category | Nominated work | Result | Ref(s) |
|---|---|---|---|---|---|
| BET Awards | 2020 | Video Director of the Year | Himself | Nominated | [50] |
| 2021 | Nominated | [51] | |||
| 2023 | Nominated | [52] | |||
| 2024 | Won | [53] | |||
| 2025 | Nominated | [54] | |||
| BET Hip Hop Awards | 2020 | Video Director of the Year | Himself | Nominated | [55] |
| 2021 | Nominated | [56] | |||
| 2022 | Nominated | [57] | |||
| 2023 | Nominated | [58] | |||
| 2024 | Nominated | [59] | |||
| Streamy Awards | 2019 | Directing | Lyrical Lemonade | Nominated | [60] |
| 2020 | Cinematography | Nominated | [61] | ||
| 2022 | Won | [62] | |||
| 2023 | Nominated | [63] |
Selected videography
[edit] |
Filmography
[edit]| Year | Title | Role | Ref. |
|---|---|---|---|
| 2021 | Juice Wrld: Into the Abyss | Himself | [66] |
References
[edit]- ^ Skeleton, Eric (July 18, 2019). "Inside Cole Bennett's Lyrical Lemonade Empire". Complex. Archived from the original on August 31, 2019. Retrieved August 31, 2019.
- ^ Welcome, Jpeg (August 29, 2025). "The Cole Bennett Interview".
- ^ DeVore, Treyton (September 20, 2021). "The Story of Cole Bennett: From Small-Town Illinois to Modern Music Empire".
- ^ Turner, David (June 13, 2017). "Cole Bennett, SoundCloud's Favorite Video Director, Squiggles to Success". Rolling Stone. Retrieved March 1, 2024.
- ^ King Louie – How We Settle That (Dir. Cole Bennett), May 25, 2016, retrieved December 23, 2022
- ^ Ridgio – Anywhere (Official Video), September 4, 2015, retrieved December 23, 2022
- ^ "Lyrical Lemonade – Every Lyrical Lemonade Song". Genius. Retrieved December 23, 2022.
- ^ "Lyrical Lemonade – YouTube". www.youtube.com. Retrieved December 23, 2022.
- ^ Cole Bennett Explains The Lyrical Lemonade Boost | Genius News, August 30, 2019, retrieved December 23, 2022
- ^ Lyrical Lemonade (September 18, 2016). "Smokepurpp & Lil Pump: The Lyrical Lemonade Interview". Retrieved August 31, 2019 – via YouTube.
- ^ "American single certifications – Lil Xan – Betrayed". Recording Industry Association of America. Archived from the original on June 26, 2019. Retrieved August 31, 2019.
- ^ "Juice WRLD Unveils Cole Bennett-Directed Video for "Lucid Dreams"". PigeonsandPlanes. Archived from the original on June 12, 2018. Retrieved August 31, 2019.
- ^ Trust, Gary (October 1, 2018). "Maroon 5 & Cardi B's 'Girls Like You' Holds Atop Hot 100, Juice WRLD's 'Lucid Dreams' Lifts to No. 2". Billboard. Archived from the original on October 1, 2018. Retrieved August 31, 2019.
- ^ Saponara, Michael. "J.I.D. & J. Cole Get Animated in New 'Off Deez' Video: Watch". Billboard. Archived from the original on August 31, 2019. Retrieved August 31, 2019.
- ^ Clark, Trent (September 18, 2018). "Wiz Khalifa & Lil Skies Smoke Out Grocers In "Fr Fr" Video". HipHopDX. Archived from the original on August 31, 2019. Retrieved August 31, 2019.
- ^ Armstrong, Megan (January 18, 2019). "YNW Melly Recruits Kanye West For Robot-Driven 'Mixed Personalities' Video: Watch". Billboard. Archived from the original on April 7, 2020. Retrieved April 7, 2020.
- ^ Eustice, Kyle (March 7, 2020). "Eminem Announces Cole Bennett-Directed 'Godzilla' Video". HipHopDX. Archived from the original on March 10, 2020. Retrieved March 9, 2020.
- ^ Okon, Wongo (March 9, 2020). "Eminem Breathes Fire, Shoots A Bazooka, And Generally Wilds Out In His 'Godzilla' Video". Uproxx. Retrieved April 7, 2020.
- ^ Mench, Chris; Hill, Tia; Abad, Russel; Morel Jr., Jacques (March 9, 2020). "Eminem Links With Lyrical Lemonade's Cole Bennett For His "Godzilla" Video". Genius. Archived from the original on April 7, 2020. Retrieved April 7, 2020.
- ^ "Eminem Gets Knocked Out by Mike Tyson in New 'Godzilla' Music Video — and Honors Juice WRLD". PEOPLE.com. Archived from the original on March 12, 2020. Retrieved March 14, 2020.
- ^ Powell, Jon (December 18, 2020). "Eminem drops wacky new video for "Gnat"". Revolt. Retrieved December 24, 2020.
- ^ Bennett, Cole. "beyond thankful, beyond excited. all is yellow 1/26 💿". Retrieved January 13, 2024 – via Instagram.
- ^ a b Jpeg, Welcome (August 29, 2025). "The Cole Bennett Interview".
- ^ Madarang, Charisma (October 16, 2024). "Chief Keef Documentary to Follow Rapper's Rise, Hiatus, and Return to Chicago".
- ^ "The Impact Of Cole Bennett". Genius. August 30, 2019. Archived from the original on August 31, 2019. Retrieved August 31, 2019.
- ^ "Lil Pump – "D Rose" – A new music video directed by Cole Bennett". Splice Today. February 27, 2019. Archived from the original on August 31, 2019. Retrieved August 31, 2019.
- ^ "Framework: The Making Of Lil Tecca's "Ransom" Video With Cole Bennett". Genius. August 29, 2019. Archived from the original on August 31, 2019. Retrieved August 31, 2019.
- ^ "20 Pitchfork Staffers on Their Favorite Music Videos of the 2010s". Pitchfork. October 25, 2019. Archived from the original on October 29, 2019. Retrieved October 29, 2019.
- ^ Mease, Sarah (July 4, 2019). "Everything You Need to Know About the Videographer Cole Bennett". Study Breaks. Archived from the original on August 31, 2019. Retrieved August 31, 2019.
- ^ "'Lyrical Lemonade' taking over global music scene while honoring Chicago roots". Fox 32 News Chicago. April 10, 2019. Archived from the original on July 30, 2019. Retrieved August 31, 2019.
- ^ Hernandez, Jovani (January 20, 2020). "Lyrical Lemonade Jordan Aerospace 720 Release Info". Sneaker News. Retrieved April 10, 2023.
- ^ "Post by Lyrical Lemonade". January 22, 2020. Archived from the original on December 24, 2021 – via Instagram.
- ^ "Post by Lyrical Lemonade". April 25, 2020. Archived from the original on December 24, 2021 – via Instagram.
- ^ Braboy, Mark (July 21, 2022). "How Yeat's 'Rich Minion' Became an Unlikely Viral Smash".
- ^ Chow, Aaron (April 8, 2023). "Lyrical Lemonade Drops MV for "Peaches" by Jack Black".
- ^ "By Cole Bennett". bycolebennett. Retrieved February 22, 2023.
- ^ "Billboard 200: Week of February 10, 2024". Billboard. Retrieved February 6, 2024.
- ^ "Top R&B/Hip-Hop Albums: Week of February 10, 2024". Billboard. Retrieved February 6, 2024.
- ^ "The ARIA Report: Week Commencing 5 February 2024". The ARIA Report. No. 1770. Australian Recording Industry Association. February 5, 2024. p. 6.
- ^ "Billboard Canadian Albums: Week of February 10, 2024". Billboard. Retrieved February 6, 2024.
- ^ "NZ Top 40 Albums Chart". Recorded Music NZ. February 5, 2024. Retrieved February 2, 2024.
- ^ "Billboard Hot 100: Week of July 8, 2023". Billboard. Retrieved February 6, 2024.
- ^ "Hot R&B/Hip-Hop Songs: Week of July 8, 2023". Billboard. Retrieved February 6, 2024.
- ^ "Canadian Hot 100: Week of July 8, 2023". Billboard. Retrieved February 6, 2024.
- ^ "IRMA – Irish Charts". Irish Recorded Music Association. Archived from the original on June 14, 2017. Retrieved June 30, 2023.
- ^ a b "NZ Hot Singles Chart". Recorded Music NZ. February 5, 2024. Retrieved February 2, 2024.
- ^ "Official Singles Chart Top 100: 30 June 2023 – 6 July 2023". Official Charts Company. Retrieved February 7, 2024.
- ^ "Bubbling Under Hot 100: Week of February 10, 2024". Billboard. Retrieved February 6, 2024.
- ^ "Hot R&B/Hip-Hop Songs: Week of February 10, 2024". Billboard. Retrieved February 6, 2024.
- ^ Thomas, Megan (June 15, 2020). "BET Awards 2020 nominees announced". CNN. Retrieved July 30, 2024.
- ^ "Megan Thee Stallion & DaBaby Lead 2021 BET Awards Nominations: Full List". Billboard. May 27, 2021. Retrieved July 30, 2024.
- ^ Rouhani, Neena (June 8, 2023). "GloRilla & Drake Lead 2023 BET Awards Nominations". Billboard. Retrieved July 30, 2024.
- ^ Grein, Paul (May 16, 2024). "Drake Leads Nominations for 2024 BET Awards: Full List". Billboard. Retrieved July 30, 2024.
- ^ Kaufman, Gil (May 8, 2025). "Kendrick Lamar Leads 2025 BET Awards Nominees With 10 Nods". Billboard. Retrieved September 2, 2025.
- ^ Grein, Paul (September 29, 2020). "DaBaby Leads All Nominees For 2020 BET Hip Hop Awards: Here's the Complete List of Nominations". Billboard. Retrieved May 12, 2022.
- ^ Grein, Paul (September 9, 2021). "Cardi B, Lil Durk & Megan Thee Stallion Lead 2021 BET Hip Hop Award Nominations: Full List". Billboard. Retrieved May 12, 2022.
- ^ "Kanye West and Drake Lead BET Hip Hop Awards 2022 Nominations". Complex. Retrieved July 30, 2024.
- ^ Grein, Paul (September 7, 2023). "Cardi B & 21 Savage Lead Nominations for 2023 BET Hip Hop Awards: Full List". Billboard. Retrieved July 30, 2024.
- ^ Grein, Paul (September 18, 2024). "Megan Thee Stallion Leads 2024 BET Hip Hop Awards Nominations: Full List". Billboard. Retrieved November 5, 2024.
- ^ "9th Annual Streamy Nominees". The Streamy Awards. Retrieved May 12, 2022.
- ^ "10th Annual Streamy Nominees & Winners". The Streamy Awards. Retrieved May 12, 2022.
- ^ "12th Annual Streamy Nominees & Winners". The Streamy Awards. Retrieved December 12, 2022.
- ^ "13th Annual Streamy Nominees & Winners". The Streamy Awards. Retrieved December 30, 2023.
- ^ "Lyrical Lemonade – YouTube". YouTube. Retrieved December 1, 2023.
- ^ Findlay, Mitch (August 11, 2020). "Gunna, Nav, & Don Tolliver Are Dropping A Single Friday". HotNewHipHop. Retrieved August 12, 2020.
- ^ "'Juice WRLD: Into the Abyss' Review: Gone-Too-Soon Rapper Tells His Story in Elegiac Documentary". November 13, 2021.
Cole Bennett
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Early life
Childhood
Cole Michael Bennett was born on May 14, 1996, in Plano, Illinois, a small town about an hour west of Chicago.[1] He was raised primarily by his mother after his father died by suicide when Bennett was young, leaving her to support him and his two older sisters as a single parent.[7] His mother played a key role in nurturing his creative interests, providing encouragement and practical support, including gifting him his first video camera on his 16th birthday and helping him brainstorm the name for his early online projects.[8] Bennett's early fascination with hip-hop emerged in seventh grade, when he discovered Kid Cudi's 2008 mixtape A Kid Named Cudi, which he later described as a pivotal influence that shaped his artistic vision.[7] Living in rural Plano, he and his friends would drive into Chicago to immerse themselves in the burgeoning local rap scene, particularly the drill movement led by artists like Chief Keef.[1] This exposure fueled his passion for music and visuals, leading him to experiment with self-taught video editing on the family computer using basic software like iMovie.[7][9] By his mid-teens, Bennett began creating his initial short films and music videos, often inspired by Cudi's psychedelic and introspective style, which he captured using his mother's camera during free shoots of local performances.[7][9] These early efforts marked the start of his hands-on learning in filmmaking, honed through trial and error in his hometown environment via self-directed learning.[7]Education
Cole Bennett attended Plano High School in Plano, Illinois, where he developed an early interest in video production during his teenage years.[10] As a student, he engaged in independent video projects, including his first music video production at age 17 while a senior, which he created to support local hip-hop artists and share on platforms like YouTube.[11] These efforts were extracurricular and self-initiated, stemming from his passion for hip-hop visuals rather than formal school programs.[12] Bennett's filmmaking skills were largely self-taught through online resources, including YouTube tutorials on video editing software such as Adobe Premiere.[1] He drew significant inspiration from influential directors like Hype Williams, whose innovative lighting and stylistic approaches to hip-hop videos shaped Bennett's early aesthetic experiments. This hands-on learning allowed him to refine his techniques independently, focusing on creative editing and visual storytelling without structured coursework.[7] After graduating from Plano High School in 2014, Bennett briefly attended DePaul University but dropped out to pursue music video production full-time, beginning at age 18.[7] He opted against further formal education, prioritizing his burgeoning career in videography and hip-hop media over traditional academic paths.[13]Career
2013–2016: Founding Lyrical Lemonade and early directing
In 2013, as a high school senior in Plano, Illinois, Cole Bennett launched Lyrical Lemonade as an online blog focused on the Chicago hip-hop scene, featuring artist interviews, music reviews, and freestyle videos to highlight emerging local talent.[14] The platform's inaugural content included a June 2013 interview with rapper Kembe X, setting the tone for Bennett's mission to amplify under-the-radar voices in the city's underground rap community.[14] Bennett's mother provided him with a camera that year, sparking his interest in videography and allowing him to produce and upload early clips to the blog.[15] Bennett's educational background in video editing, honed during high school, enabled him to transition from blogging to directing short-form content for local artists. By 2015, he had directed and edited a live performance video for Chance the Rapper's "Sunday Candy," a track from the Social Experiment's album Surf, which underscored his deepening connections within Chicago's music circles.[16] This project marked one of his first notable directing efforts, blending his editing skills with the city's vibrant hip-hop energy. Throughout 2013–2016, Bennett collaborated with up-and-coming Chicago artists, including shooting a 2015 live performance video for Towkio's "Heaven Only Knows" featuring Chance the Rapper, and featuring performers like Sasha Go Hard on the Lyrical Lemonade blog to boost their exposure.[17] These early works helped grow the platform's YouTube channel to approximately 100,000 subscribers by 2016, driven by consistent uploads of freestyles, interviews, and low-budget visuals.[7] Despite the momentum, Bennett faced significant challenges, self-funding all projects through personal savings while balancing part-time jobs and his transition to college, often working late nights to edit footage without external support.[9] This grassroots approach defined Lyrical Lemonade's early years, emphasizing creative independence over commercial viability.[13]2017–2020: Breakthrough collaborations and label launch
In 2018, Cole Bennett achieved a significant breakthrough in his directing career by helming the music video for Juice WRLD's "All Girls Are the Same," released on February 25 via Lyrical Lemonade's YouTube channel.[18] The visual, produced by Nick Mira and featuring Bennett's signature vibrant, surreal aesthetic, captured the song's emotional intensity and contributed to its rapid rise on streaming platforms, amassing millions of views and establishing Juice WRLD as an emerging star.[19] This collaboration built on Bennett's earlier work with rising hip-hop talents and marked a turning point for Lyrical Lemonade, transitioning from a niche blog to a platform propelling mainstream success.[20] The momentum from "All Girls Are the Same" led directly to Bennett directing Juice WRLD's "Lucid Dreams" video, released on May 10, 2018, which sampled Sting's "Shape of My Heart" and showcased Bennett's innovative storytelling through dreamlike sequences and color grading.[21] The video quickly went viral, surpassing 1 billion views on YouTube by August 2024 and solidifying its status as a cultural phenomenon that blended emo-rap with cinematic visuals.[22] This success directly facilitated Juice WRLD's signing to Interscope Records in a reported $3 million deal later that year, with Lyrical Lemonade playing a pivotal role in the artist's discovery and promotion through its platform.[23] Bennett's high-profile work extended to other key collaborations during this period, including directing Denzel Curry's "Ultimate" in April 2017, which highlighted his ability to amplify aggressive, high-energy tracks with dynamic editing, and Sheck Wes's "Mo Bamba" in August 2018, a breakout hit that peaked at No. 19 on the Billboard Hot 100 and exemplified Bennett's knack for creating immersive, party-ready visuals. These projects helped Lyrical Lemonade's YouTube channel expand rapidly, reaching over 1 million subscribers by mid-2018 and surpassing 10 million by mid-2019, driven by the viral traction of Bennett's distinctive style.[24] In 2019, Bennett relocated to Los Angeles to deepen industry connections and facilitate larger-scale productions, while Lyrical Lemonade formalized its growth into a record label imprint through its partnership with Interscope, with Juice WRLD as the inaugural signee under the arrangement.[13] This move positioned the company as a full-fledged entity for artist management and releases, building on the blog's origins to support talents like Polo G, whose 2019 track "Finer Things" gained traction amid Bennett's rising influence in Chicago's rap scene, though his directorial collaborations with Polo G, such as "21" in 2020, further cemented the label's roster development.[25] The period solidified Bennett's reputation for launching careers through visually compelling content that resonated globally.2021–2023: Major videos and festival growth
During the early 2020s, Cole Bennett continued to solidify his status as a leading music video director through high-profile collaborations that showcased his signature vibrant, narrative-driven aesthetic. In 2021, he directed Travis Scott's "Marietta," a visually immersive track from the album Escape Plan / Mafia, blending surreal landscapes and dynamic choreography to capture the song's introspective energy. That same year, Bennett helmed Lil Durk's "Kanye Krazy" from the deluxe edition of The Voice, paying homage to Kanye West's influence on hip-hop with bold, colorful vignettes that highlighted Durk's lyrical prowess. Additionally, Bennett collaborated with Internet Money on "His & Hers" featuring Don Toliver, Lil Uzi Vert, and Gunna, a multi-artist visual that emphasized thematic contrasts through fast-paced editing and thematic duality, further demonstrating his ability to manage ensemble casts effectively. These projects built on his earlier breakthroughs, allowing Bennett to work with A-list talent amid evolving industry dynamics. Bennett also navigated the challenges of the COVID-19 pandemic by adapting production techniques, incorporating iPhone shoots and remote coordination to maintain momentum when traditional sets were restricted. This innovative approach, detailed in his 2021 tutorial on mobile filmmaking, enabled smaller crews and safer workflows, resulting in videos like Juice WRLD's posthumous "Tell Me U Luv Me" with Trippie Redd, released in May 2020[26] and featuring ethereal, dreamlike sequences that honored the late artist's legacy. Under Lyrical Lemonade, Bennett played a key role in artist development, curating posthumous Juice WRLD releases such as Fighting Demons (2021) and contributing to tracks like the 2022 single "In My Head," where his oversight ensured cohesive artistic vision and emotional depth, helping sustain WRLD's impact on the SoundCloud rap scene. Parallel to his directing work, Bennett expanded Lyrical Lemonade's live events with the launch of Summer Smash in 2021, a Chicago-based hip-hop festival that marked a triumphant return to large-scale gatherings post-pandemic. Held over three days at Douglass Park, the inaugural edition drew approximately 30,000 attendees daily, featuring headliners like A$AP Rocky, Lil Baby, and Lil Uzi Vert, and emphasizing emerging talent alongside carnival elements for an immersive experience. The 2022 edition at Douglass Park[27] attracted 90,000 fans across three days, with performances from artists like Lil Yachty and NLE Choppa amplifying its reputation as a cornerstone of Midwestern hip-hop culture. In 2023, the festival relocated to SeatGeek Stadium in Bridgeview, Illinois,[28] shattering records with over 100,000 attendees, headlined by Kid Cudi, Future, and Playboi Carti.[29]2024–present: All Is Yellow and ongoing projects
In 2024, Cole Bennett expanded his creative output beyond directing by executive producing and releasing Lyrical Lemonade's debut compilation album, All Is Yellow, on January 26 via Lyrical Lemonade and Def Jam Recordings.[30] The 18-track project features collaborations with prominent hip-hop artists including Jack Harlow, Kid Cudi, Eminem, JID, Lil Durk, and the late Juice WRLD, among others such as Sheck Wes, Ski Mask the Slump God, and Latto.[31] The album emphasizes a unified visual and thematic motif centered on the color yellow, with each accompanying music video featuring artists in suits to evoke a sense of cohesion and Bennett's signature aesthetic.[32] Bennett described the release as a "new chapter" applying his years of experience to his own artistic vision, marking a shift toward more personal and experimental hip-hop curation.[33] Bennett continued his directing work in 2024 and 2025, focusing on high-profile videos that highlight narrative elements and artist intimacy. In August 2025, he directed Justin Bieber's "YUKON," a black-and-white visual featuring Bieber with his wife Hailey and son Jack Blues during a boating outing, offering a rare glimpse into the artist's family life.[34] This project built on his ongoing collaborations with established artists like Travis Scott, whose Cactus Jack collective headlined events under Bennett's purview, and extended to visuals for Lyrical Lemonade signees, including tracks from All Is Yellow that incorporated experimental storytelling.[35] Parallel to these efforts, Bennett oversaw expansions in Lyrical Lemonade's live events through the Summer Smash festival, which grew in scale during 2024 and 2025. The 2024 edition, held June 14–16 at SeatGeek Stadium in Bridgeview, Illinois, featured headliners including Travis Scott's Cactus Jack supergroup, Playboi Carti, and Chief Keef, drawing record crowds for the largest hip-hop festival in the Midwest.[36] The 2025 event, June 20–22 at the same venue, amplified this momentum with an even broader lineup headlined by Future, Young Thug (in his first performance post-incarceration), and a duo set from Don Toliver and Yeat, alongside acts like Sexyy Red and Lil Tecca, attracting over 120,000 attendees.[3] As of November 2025, Lyrical Lemonade's YouTube channel surpasses 23.8 million subscribers, reflecting sustained digital growth from its video catalog exceeding 12.7 billion views.[37] The label has seen significant valuation appreciation, with Bennett having declined a $30 million buyout offer in his early 20s, underscoring its evolution into a multifaceted hip-hop enterprise.[38]Lyrical Lemonade
Company history and operations
Lyrical Lemonade was founded in 2013 by Cole Bennett as an online blog while he was a high school student in Plano, Illinois, initially focused on promoting emerging hip-hop artists through written content and social media sharing.[13][39] By 2015, the platform pivoted to emphasize video production, with Bennett beginning to direct and upload music videos featuring underground talents, marking the company's shift toward multimedia content creation.[40] In 2024, Lyrical Lemonade partnered with Def Jam Recordings, establishing itself as an independent label imprint for artist signings, distribution, and development while retaining creative control.[4] The company maintains its headquarters in Chicago, Illinois, with a satellite office in Los Angeles to facilitate West Coast collaborations and production needs.[41][13] This expansion supported Bennett's vision of building a comprehensive hip-hop ecosystem, influencing the company's direction from its early blogging roots. In terms of operations, Lyrical Lemonade employs an in-house directing team led by Bennett, which handles the production of visually distinctive music videos characterized by a vibrant "lemonade" aesthetic—featuring bold colors, nostalgic elements, and playful motifs inspired by the brand's name.[13][42] The company also conducts artist scouting through social media monitoring and industry networking, identifying and nurturing up-and-coming talents for video collaborations and broader promotion.[39][43] This integrated approach ensures a cohesive brand identity across content output. Lyrical Lemonade's business model generates revenue primarily through music video production commissions, live event hosting such as the annual Summer Smash festival, and merchandise sales tied to its streetwear-inspired apparel lines.[44] The company has experienced sustained growth in its multimedia operations while prioritizing independent control over major-label partnerships.Discography
Lyrical Lemonade's discography as a record label primarily consists of compilation albums executive produced by founder Cole Bennett, with his involvement in music video production tying the company to key hip-hop releases. In 2024, Lyrical Lemonade partnered with Def Jam Recordings to release its flagship compilation album All Is Yellow, executive produced by Bennett as the label's debut full-length project. The 14-track album features collaborations with prominent artists such as Lil Durk, Kid Cudi, Travis Scott, and a posthumous appearance by Juice WRLD on "Doomsday" alongside Cordae, blending trap, drill, and melodic rap elements to showcase the label's roster and affiliates. Notable tracks include "Guitar in My Room" with Lil Durk and Kid Cudi, which samples emotional introspection over production emphasizing Chicago roots, and "Told You So" featuring Skepta and Michael Sembello, incorporating a nostalgic hook from Sembello's 1980s hit "Maniac" into a grime-infused narrative on perseverance. The album debuted at number 43 on the Billboard 200, selling 19,000 equivalent units in its first week, while "Doomsday" reached number 58 on the Hot 100.[32] Bennett directed the music video for "Lucid Dreams," the breakout single from Juice WRLD's debut studio album Goodbye & Good Riddance (2018), which debuted at number six on the Billboard 200 and later reached number four, achieving quadruple platinum certification through over four million equivalent units sold in the U.S. His video work extended to tracks from Juice WRLD's posthumous album Fighting Demons (2021), including contributions to visuals that supported its release; the album debuted at number two on the Billboard 200 with 119,000 album-equivalent units and topped the Top R&B/Hip-Hop Albums chart.Key releases and artists
Lyrical Lemonade has played a pivotal role in launching and promoting standout singles and EPs within hip-hop, often through high-profile music videos directed by Cole Bennett and label-backed releases. A landmark example is Juice WRLD's "Lucid Dreams," released in 2018, whose official music video was produced and premiered via Lyrical Lemonade, garnering over 1.1 billion views on their YouTube channel as of May 2025 and earning diamond certification from the RIAA in 2022 for surpassing 10 million units sold in the U.S.[21][45] Similarly, Polo G's "RAPSTAR" in 2021 debuted at number one on the Billboard Hot 100, with its accompanying video directed by Bennett and exclusively featured on Lyrical Lemonade's platform, contributing to the track's multi-platinum status and widespread acclaim for its introspective lyrics over a melodic trap beat.[46] Beyond these breakthroughs, Lyrical Lemonade has supported chart-topping features and tie-ins that extend its influence into collaborative outputs. For instance, the 2024 single "Doomsday Pt. 2," featuring Eminem and released under the Lyrical Lemonade banner as part of the All Is Yellow project, amassed over 31 million streams on YouTube Music and highlighted Bennett's video direction in blending nostalgic hip-hop elements with contemporary production. These non-album releases underscore the company's focus on shorter-form content that amplifies artist visibility without tying into full-length projects. The label's artist roster emphasizes up-and-coming Chicago talent alongside established names, with a scouting process rooted in Bennett's hands-on discovery via social media, SoundCloud submissions, and local performances to identify raw potential early in careers. Legacy acts like Juice WRLD, whose early partnership with Lyrical Lemonade helped propel him to stardom, remain central to the brand's identity.[43] Current signees and affiliates include rising Chicago rappers such as BabyChiefDoit, known for his energetic trap flows, and Arees, both of whom have debuted tracks through the label's platforms.[47] In 2025, Lyrical Lemonade continued prioritizing emerging Chicago artists with fresh singles via its "Lunch Break Freestyle" series, a platform for unscripted, beat-driven showcases that highlight local drill and melodic rap influences. Notable releases include BabyChiefDoit's "Lunch Break Freestyle" in July, produced by a team of Chicago beatsmiths and emphasizing street narratives, and Polo G's contribution in August, which revisited his signature introspective style over a custom instrumental.[47][48] These efforts, distributed through streaming giants like Spotify and Apple Music, have introduced tracks such as "Riley N Lamilton (Lunch Break Freestyle)" and "Racks In Class (Lunch Break Freestyle)," fostering new voices from the city's vibrant scene.[49]Impact and legacy
Influence on hip-hop visuals
Cole Bennett's signature directing style in hip-hop music videos is characterized by vibrant colors, surreal narratives, and a focus on emotional depth, often incorporating the recurring yellow motif derived from the Lyrical Lemonade brand.[50][1] The yellow elements, such as curtains and lighting, symbolize continuity and positivity, reflecting Bennett's personal philosophy that "all is yellow" equates to "all is well," infusing his work with an optimistic yet introspective tone.[51] This approach draws from his early DIY roots, using colorful animations, squiggly lines, and bursting visuals to create lively, post-internet aesthetics that resonate with younger audiences.[1][52] One of Bennett's key innovations lies in blending low-budget, DIY aesthetics with high-production values, transforming accessible tools like iPhone filming into polished, viral content that democratizes hip-hop visuals.[53] This hybrid method has influenced emerging directors and videographers by emphasizing creative concepts over expensive equipment, encouraging a generation of filmmakers to prioritize off-center framing, B-roll experimentation, and narrative surrealism in rap videos.[54] His evolution from basement edits to cinematic sequences exemplifies this, setting a standard where personal vision drives technical sophistication without alienating indie creators.[55] Bennett's specific impacts are evident in landmark videos like Juice WRLD's "Lucid Dreams," where dreamlike sequences of floating figures and ethereal transitions captured the song's emotional turmoil, inspiring a wave of Gen-Z visuals that blend emo-rap introspection with psychedelic storytelling.[56] This video, which amassed over one billion YouTube views, popularized surreal, youth-oriented aesthetics in hip-hop, influencing how subsequent artists visualize vulnerability and fantasy.[22] Additionally, his collaborations with Chicago-based artists, such as early SoundCloud rappers, elevated the local scene by providing high-impact visuals that bridged underground talent to mainstream exposure, fostering a vibrant regional identity in national hip-hop.[8] By 2025, Bennett's work has contributed to broader trends in hip-hop, solidifying the "director-as-brand" model where creators like him build multimedia empires around their visual signatures, much like Hype Williams in earlier eras.[42] Lyrical Lemonade's logo now serves as a hallmark of quality and innovation, encouraging artists to integrate directors as integral collaborators in shaping genre-defining aesthetics.[8] This shift underscores a move toward visually cohesive, brand-driven content that prioritizes artistic continuity across projects.[57]Cultural and industry recognition
Cole Bennett has significantly contributed to the revival of Chicago's hip-hop scene by amplifying its drill and emo-rap subgenres through Lyrical Lemonade, effectively bridging local talent to international prominence. Starting as a high school blog in 2013, Lyrical Lemonade provided early exposure to Chicago artists amid the dominance of drill music pioneered by figures like Chief Keef and Lil Durk, while also documenting the emo-rap wave that blended emotional lyricism with melodic production. This platform helped transition underground acts from regional obscurity to global stages, honoring Chicago's roots while expanding its influence worldwide.[4][42][58] In the music industry, Bennett established himself as a tastemaker for SoundCloud-era artists, directing visually kinetic music videos that launched careers and defined the genre's aesthetic during its formative years from 2016 to 2019. By collaborating with emerging rappers such as Juice WRLD, Lil Skies, and Ski Mask the Slump God, he transformed what was often derided as a fleeting meme into a legitimate movement, earning comparisons to Hype Williams as the era's premier visual innovator. Additionally, Bennett has mentored the next generation of directors by signing talents like AMD and Diamond to Lyrical Lemonade, building an internal roster to nurture hip-hop's creative infrastructure.[8][42][1][59] Bennett's cultural footprint extends to initiatives like the Summer Smash festival, which he co-founded in 2019 as a premier hip-hop gathering that serves as a vibrant hub for the genre's youth culture and community energy. Held annually in the Chicago area, the event has grown to attract over 120,000 attendees, spotlighting local drill and rap acts alongside major headliners to foster a sense of celebration and accessibility in hip-hop. His media presence further solidifies this impact, including directing the 2016 documentary The Culture: A Chicago Hip Hop Documentary, which chronicled the city's rap evolution, and helming an upcoming feature on Chief Keef's career and influence.[60][61][62][6] In October 2025, Bennett received the Instagram Rings Award, recognizing his extraordinary creativity and influence as a content creator in hip-hop visuals.[63] Following Juice WRLD's death in 2019, Bennett's videos with the artist—which often visually complemented themes of mental health and emotional vulnerability—have prompted reflections on these issues in hip-hop, yet broader critical analysis of such motifs in his post-2019 work remains limited.[64][65]Other ventures
Summer Smash festival
Summer Smash is an annual hip-hop music festival founded by Cole Bennett through his company Lyrical Lemonade, debuting in 2018 as a one-day event at Douglass Park in Chicago with a focus on emerging rap talent. The 2021 edition, held from August 20 to 22 at the same venue, marked a pivotal post-pandemic expansion to three days and featured headliners A$AP Rocky, Lil Baby, and Lil Uzi Vert alongside over 70 acts including Lil Yachty, City Girls, and Benny the Butcher, drawing thousands of attendees despite logistical hurdles from COVID-19 rescheduling.[66][67] The festival experienced significant growth in 2023 when it relocated to the larger SeatGeek Stadium in Bridgeview, Illinois, for its first time there, accommodating over 100,000 attendees across three days with headliners Playboi Carti, Kid Cudi, and Future, plus acts like Vince Staples and Sexyy Red. Subsequent years built on this scale: the 2024 lineup highlighted Travis Scott's Cactus Jack collective (including Don Toliver and Sheck Wes), Playboi Carti, and Chief Keef, while 2025 introduced high-profile returns such as Young Thug's first live performance since his release from incarceration, alongside Future and a collaborative set from Don Toliver and Yeat, drawing over 100,000 attendees across the three days at SeatGeek Stadium.[68][69][3][70] Bennett's vision for Summer Smash centers on elevating Midwest hip-hop artists and building community ties in Chicago, where the event originated as an independent production supported by Lyrical Lemonade's operations. The festival typically includes three main stages for simultaneous performances, alongside VIP sections offering exclusive viewing areas, premium bars, and artist meet-and-greets to enhance the immersive experience for fans.[66][71] Organizing the event has presented challenges, including post-pandemic scaling with multiple delays and capacity adjustments in 2021, as well as weather disruptions like the severe weather on the final day of the 2024 edition that prompted a temporary evacuation and delay of performances. Despite these obstacles, Summer Smash has solidified its status as the largest independent hip-hop festival in the Midwest, emphasizing raw energy and local cultural roots.[66][72]Merchandise and fashion lines
Lyrical Lemonade has expanded into apparel through its official merchandise line, offering hoodies, t-shirts, and accessories featuring the brand's iconic lemonade graphics and vibrant designs.[73] The line emphasizes streetwear aesthetics, prominently incorporating yellow palettes that align with the company's visual identity and cultural branding.[73] In 2022, Lyrical Lemonade partnered with Nike on a limited-edition Air Force 1 Low sneaker collaboration titled "Think Deep Don't Sink," which sold out quickly and tied into the brand's multimedia releases.[74] Earlier, in 2020, the company collaborated with streetwear label Fuck The Population (FTP) on a capsule collection including hooded sweatshirts, t-shirts, and co-branded lemonade beverage cans, blending fashion with the brand's beverage ventures.[75] Bennett launched his personal apparel brand, By Cole Bennett, in November 2021 as a virtual retail space for exclusive clothing and soft goods, further extending his creative influence into fashion.[76] This line focuses on unique, limited-drop items that reflect Bennett's artistic vision, sold directly through the brand's e-commerce platform.[77] Merchandise sales are integrated with Lyrical Lemonade's Summer Smash festival, serving as a key platform for on-site and online purchases. The company's e-commerce operations have shown substantial growth, achieving an estimated 7-8 figures in annual sales by leveraging organic traffic and limited releases.[24]Works
Selected videography
Cole Bennett has directed more than 50 music videos since founding Lyrical Lemonade in 2013, with selections here highlighting pivotal works based on their viewership exceeding billions cumulatively and lasting influence on hip-hop aesthetics.[1] His early efforts often featured low-budget, narrative-driven storytelling for emerging Chicago artists. A key example is the 2016 video for Famous Dex's "Hit Em Wit It," which captured the rapper's chaotic energy through simple, gritty visuals shot in everyday settings, garnering over 20 million views and marking Bennett's breakthrough with SoundCloud-era talent.[1][78] Bennett's style evolved into more experimental territory with his 2018 direction of Juice WRLD's "Lucid Dreams," a breakthrough project blending live-action performance with surreal, dream-like color shifts and subtle animation to evoke emotional turmoil, amassing over 1 billion YouTube views as of 2025 and solidifying his reputation for visually poetic hip-hop narratives.[79][21] In recent years, Bennett has expanded into high-concept collaborations with mainstream icons. For Eminem's 2024 track "Tobey" featuring Big Sean and BabyTron, he crafted a cinematic video with layered storytelling and rapid-cut sequences referencing the rapper's legacy, released as part of the The Death of Slim Shady (Coup de Grâce) era.[80] Similarly, his 2025 direction of Justin Bieber's "YUKON" from the album Swag showcases pop-rap crossovers through intimate, black-and-white footage of the artist with family amid scenic European backdrops, emphasizing themes of reflection and luxury in a high-production format.[81][82][83]Filmography
Cole Bennett has expanded his creative portfolio beyond music videos into documentaries, short films, and television appearances, leveraging his distinctive visual style to explore hip-hop culture and personal narratives. His work in these areas often draws on his deep ties to the Chicago rap scene, emphasizing storytelling through direction and production.[84]Key Works
| Year | Title | Role | Notes |
|---|---|---|---|
| 2016 | The Culture: A Chicago Hip Hop Documentary | Director | Bennett's debut full-length documentary, chronicling the evolution of Chicago's hip-hop scene through interviews with local artists and insiders.[85][86] |
| 2017 | Lone Springs | Director | His first short film, a narrative exploration of self-discovery starring Chicago rapper Femdot.[87][88] |
| 2021 | Juice WRLD: Into the Abyss | Self (interviewee) | HBO documentary directed by Tommy Oliver, where Bennett provides insights into his collaboration with the late rapper on visuals like "Lucid Dreams," highlighting their creative bond.[89][90] |
| 2022 | Hot Ones (Season 19, Episode 4: "Cole Bennett Needs Lemonade While Eating Spicy Wings") | Guest | Television appearance on the popular interview series, discussing his career trajectory and Lyrical Lemonade's influence amid escalating spicy wing challenges.[91][92] |
| 2023 | whyrush? | Director, Writer, Editor | Short film starring rapper Teezo Touchdown, featuring a thematic outro by producer Rick Rubin; it meditates on slowing down in a fast-paced world.[93][94] |
| 2025 | YETI SOUP | Director | Short film produced for an Instagram campaign, starring John Toon, Zach Davis, Anna Lockwood, and others.[95] |
| TBA (announced 2024) | Untitled Chief Keef Documentary | Director | In-production feature documentary, produced with Kenya Barris' Khalabo Ink Society, tracing the drill pioneer's rise, exile, and return to Chicago; no release date confirmed as of November 2025.[6][96] |