Another fast food establishment is taking advantage of the social currency of hip hop artists. Taco Bell announced that Lil Nas X will be the national chain’s new Chief Impact Officer, a newly created honorary role established just for the award-winning artist.
“Lil Nas X is one of the most important voices of this generation,” said Jennifer Frommer, SVP Brand Partnerships & Commercial Sync at Columbia Records. “His 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.”
This isn’t Lil Nas X’s first rodeo with Taco Bell. Before he became famous, he used to work as a team member at a Taco Bell located in Atlanta. Now that he’s become a successful recording artist, the “Sun Goes Down” artist will pay it forward by not only providing cameos for Taco Bell’s breakfast and late-night meal campaigns, but he will also serve as an ambassador for the Taco Bell Foundation, helping the fast food company award Live Más scholarships to deserving recipients who wish to pursue their creative passions.
In conjunction with his upcoming release of his album Montero, Lil Nas X and Taco Bell will team up to introduce new menu items and provide tidbits of content that will acquaint customers with Lil Nas X’s experience as an employee of the fast food chain.
“Lil Nas X knows the job, the experience and the culture Taco Bell creates for its fans – including its people,” said Mark King, CEO of Taco Bell. “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.””
