How Cole Bennett started one of the biggest American multimedia companies, creative agencies, and lifestyle brands.

Cole Bennett is best known as the creator of American multimedia company Lyrical Lemonade. But there is a much deeper story behind the creation of Lyrical Lemonade and the brand that Bennett built from the ground up. Cole grew up in Plano, Illinois. When he was young, Cole and his friends would shoot videos on an old camera for fun, and that is where his love for film began to blossom. Cole’s hometown was around an hour and a half from Chicago, and that is where his story begins. Cole spent much of his time in Chicago with his friends, and while he was there, he tapped into the Chicago music scene where artists like Chief Keef, King Von, Lil Durk, and Chance the Rapper were blowing up.

Cole saw the massive growth in the Chicago music scene, so he decided to start a blog where he wrote about the artists coming out of Chicago. One night, Cole was talking with his mom when she suggested that he name his blog Lyrical Lemonade. After he created a name, he quickly started branding by putting stickers with his logo all around his school and giving kids Lyrical Lemonade-stamped items. Cole quickly began to gain traction within the music industry, and that is when he started networking. Cole rented out the Metro, which was a big venue in Chicago. He wanted his show to be big, so he decided to get in touch with Lil Uzi Vert. Cole booked Lil Uzi for his show, and when he performed, it was an immediate hit. Lyrical Lemonade blew up.

Cole not only wanted to write blogs and book shows, but he also wanted to let his creativity run wild. Cole always had a love for film, and so he decided to start filming music videos. Since Lyrical Lemonade was popular in the music industry, it was not hard for Cole to get his first music video shoot. He started small, with his first video being Call of the Wild by Benova. When it was released, there was a bunch of attention around it, and all of a sudden artists were trying to book Bennett for a shoot.

Since Cole Bennett’s early music videos, he has now gone on to record, edit, and direct some of the biggest, most-viewed music videos in the world. Cole’s discography is filled with videos such as Lucid Dreams by Juice WRLD, Godzilla by Eminem ft. Juice WRLD, Ransom by Lil Tecca, and Robbery by Juice WRLD. Across those four music videos, Cole Bennett has amassed over 3.2 billion views, which is 38% of the entire world.

To be skilled at innovation is to be skilled at looking, understanding, and making. Cole Bennett perfectly falls into each one of those categories, and that is how he was able to turn a small idea that he had in his room and turn it into one of the most famous and successful multimedia companies in the world.