The fast food
chain has announced that they have hired — well, rehired — the
out rapper to be the company’s chief impact officer (CIO). Taco Bell says the
“newly created role” will allow Nas X “to collaborate on the brand experience
from the inside out,” including on “menu innovations.”
Taco Bell
proudly touts the rapper’s past stint as an employee at a store in Atlanta,
when he was an 18-year-old just known as Montero. Now, he’s a budding global
superstar preparing to release his first album, Montero, and working
with executives at the billion-dollar food chain.
“Back in 2017,
Lil Nas X laid down roots working at an Atlanta-area Taco Bell as a team member
and less than five years later he’s ascended to stardom by defying conventions,
charting his own course and remaining authentically true to himself – all
things that Taco Bell stands for in its own way,” the company states in today’s
announcement.
In addition to
announcing his hiring, Taco Bell outlined how they’re investing in the
entertainer and what’s on the table for their renewed relationship.
That will
include the company “celebrating” Nas’s album Montero, bringing him
in “to recognize and reward young creative individuals” with the Taco Bell
Foundation’s Live Más Scholarship, and “efforts to create an impactful
experience” for other Taco Bell teams and stores around the world.
“Over the next
several months, Taco Bell will ‘Live Nas,’ as Lil Nas lives Más,” they boast.
Taco Bell will
have an exclusive “experience” related to the Montero album in
the next 60 days, and Nas will help promote their newly revamped menu —
including his cameo appearance in their new breakfast menu campaign.
“Lil Nas X knows the job, the experience and the culture Taco Bell creates for its fans – including its people. 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,” Mark King, the CEO of Taco Bell, said.
Jennifer
Frommer, the Senior Vice President at Columbia Records, where Lil Nas X is
signed, summed it up: “Lil Nas X is one of the most important voices of this
generation. 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.”
Nas has often
referenced his time as a part-time team member at a Taco Bell in posts online,
but also alluded to it in
the music video for his single “Sun Goes Down.”
In the video,
Nas goes back in time to visit his teenage self — shown working at Taco Bell,
loving Nicki Minaj, and going to the prom alone. When his teenage self is shown
crying in the bathroom as his classmates have a good time, adult Nas comforts
him.
“I know that
you want to cry,” he sings. “But it’s much more to life than dying.”
Now, he’s
voicing over official Taco Bell commercials. Several spots promoting the
several new Taco Bell breakfast food items, including the Toasted Breakfast
Burritos, are out now.
While Lil Nas
X spiraled to fame with the viral hit song “Old Town Road” and several hits
since, he has yet to release his debut album, although he did release an
extended play single, 7, in June 2019, right before he came out.
His #1 hit
“Montero (Call Me By Your Name)” has
sparked controversy ever since it came out in March, but it’s
also sold
millions of copies, along with “Sun Goes Down.” Both singles are expected
to be on the album, which has yet to have a release date publicly announced.
SOURCE: LGBTQ NATION
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