If the average ticket price was $60, that’s $660,000 (not to mention sponsors). Shows & Festivals: They throw at least 5 of their own shows per year, including their annual festival Summer Smash in Chicago which in its debut last year sold out 11,000 tickets.But besides YouTube Adsense, it appears that the current main revenue streams include: There are many moving parts within this operation. And their come up means so much more to their fans because they can relate and aspire to the story - create a dream reality with your homies, despite not having the privilege of being born near a major creative hub like New York & LA.Īnd the fact that they’ve stayed in Chicago creates an even greater sense of hope & purpose for the Midwest and other traditionally overlooked areas. Lyrical Lemonade happily became the visual home for this new wave. The 20-something midwest kids running Lyrical Lemonade represent their fanbase of suburban youth that helped change the sound of hip hop.īefore LL, there weren’t too many places for the youth to collectively elevate their favorite new rappers from the internet beyond forums & Soundcloud. Cole BennettĪnother major difference is it’s a company built for the youth, by the youth.
It’s the organic, it’s the authenticity of everything that keeps me going…I like LA, I like New York, but I like Chicago because it keeps me grounded.
It’s clear they’re in this for the long game, and are uninterested in doing anything inauthentic that would damage their trusted brand for frivolous paid promo or ego. And getting a music video directed by Cole has become a rite of passage for most up-and-coming hip hop stars, even after they’re already famous. As a result, they’ve developed unparalleled trust with their community and a great pulse on what’s up next in music. Their focus on quality over quantity forces them to be very selective about who they work with.
The Lyrical Lemonade team on Fox News ( Instagram)īesides great timing, one difference between Lyrical Lemonade & other digitally-driven underground music platforms like No Jumper, WorldStar, and ELEVATOR is their focus on in-house content creation over curation.įrom music videos, to interviews & blogs, all content distributed to their fans is originally directed & produced in-house, which is rare in this era of endless content. Lyrical Lemonade has built & owns distribution to die-hard fans around the world, and they’re just getting started. What started 5 years ago as a high school blog in the cornfields of Chicago, is now the new MTV for Gen Z. The channel is known for being an early showcase of the next big stars like Juice WRLD, where their first music video together did 96M views and helped lead to a $3M record deal between Juice & Interscope shortly after.Ĭole describes his business as “a promotion company that coordinates events, film production, shows, music videos, and merchandise.” In other words, a modern day media empire. This is where Cole first quietly introduced the idea of launching an actual lemonade drink to their 2M YouTube subscribers at the time.īut to summarize, Cole started Lyrical Lemonade in high school as a blog to write about Chicago’s underground hip hop scene, while also producing music videos, hosting events, & throwing shows for artists.īy being one of the first music video directors to embrace & share a platform with the melodic punk, youth-inspired “ Soundcloud Rap” movement in Chicago, Lyrical Lemonade quickly became a global brand and YouTube channel of 9M+ subscribers. If you’re unfamiliar with Lyrical Lemonade, watch Gary Vaynerchuk’s interview with the founder Cole Bennett back in the Spring of 2018. Cole Bennett (right) on set with famous Chicago rapper Lil Bibby (2016) ( Instagram)
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