Lil Nas X has become a creative force in pop culture, from his witty tweets to the innovative direction behind his music videos.
The marketing mastermind is taking his talents to Taco Bell as the fast food chain’s first Chief Impact Officer (CIO), a position that was inaugurated specifically for Lil Nas X. What makes the partnership even better is the artist worked for Taco Bell as a high schooler in 2017 and has now transitioned into breathing new life into their brand.
According to Taco Bell’s media release, the hitmaker’s CIO position scales across food, music and philanthropy. Taco Bell’s breakfast relaunch, in which he will assist with the new menu items, also coincides with the promotion of his highly anticipated debut album “Montero.” Along with food innovation, Lil Nas X’s partnership is with the Taco Bell Foundation’s Live Más Scholarship — a scholarship program that awards passionate student Taco Bell employees across the nation.
“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, 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.”
When comparing fast food chains‘ breakfast, Taco Bell isn’t quite at the top, especially after the company had to stop prioritizing its breakfast items. With Lil Nas X’s honorary position, Taco Bells hopes to rise up the ranking with its relaunch. He will also be featured in an ad campaign for Taco Bell’s new menu.
“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.”
Lil Nas X’s “Montero” release date is still yet to be announced, but fans can expect “an exclusive experience” with Taco Bell’s breakfast relaunch rollout.