The Origins of Lyrical Lemonade | Meeting with Cole Bennett

hey been pretty good it's been busy and not everything with bangs yeah man seems it oh well good I love bands man I've let that [ __ ] kid I think he's talented and so I've been on the higher yeah and what's been going on with you guys a lot of fun yeah it seems like it that's so like what do you want to happen yeah it's a key on your psyche obviously I have a structured long-term I'm doing no it's alright how old are you it's so crazy like my life right now with everything it's going up done I'm [ __ ] with all you kids like I'm like I said to my friend my home is like no shit's crazy I'm like yeah man he said something funny is like you're popular 21 year olds with them when you were 21 like that's for sure yeah it's so early right take advantage the opportunities how did it all go down give me the origin story started in high school you know videos on the side like a tumblr blog or a wordpress er like a where it's what it's called we're closed right from the get yeah and what was the first premise of it did blog so I was beating like what was the blog about her tell me how I read every school and just writing articles on you local Chicago about music that's a living about an hour and a half outside the city okay you know did that your high school built the brand around my friends in school yeah went out to see every weekend you know that's not stickers throwing small events with what I could move to the city after I graduated college DePaul just expanded everything going school was always about that yeah and then you know what was the first good moment just like selling out I think like the venues in Chicago that always went to like in just like kind of building up the ladder like I wonder if I could one day thought that one then Kopelman's late Oracle months later we're selling out those menu you woke up and you were curating the Daleks oh yeah their climate shows no accurate town oh this is pretty got a good show what are you putting on I could lose you very spiritual and Chicago ever my sophomore year of college it sold out and like after that I think in terms of shows you know everything skyrocketed so fast so and you were you knew like how long have you guys known each other I've known for about three or four years this crazy complete they met because new girl Emily was just starting in Chicago who's they're starting to get a nice little buzz and I was like he's older than me so I still in high school I was like just loved everything going on so I'm on the write for the blog again I reduced during a show it was at 18 plus though when I was like hey I was only 17 so I went I'm at some little beggars day and I a sponsor I turn 18 like is it okay if I come to show could you help me do could you help get me in that's cool and what about you know this is another artist I manage is Nader I'm so cold we just met through so kind of same way I met bands I actually met both in advance both through a group chat on Twitter and what's up we've all just been super close what do you live I live in Iran it's good man good for you let's meet you okay I'm a good week how long you been here I was that in New York this morning first time before what's been going on with you my mother finally good for you excited yeah send me some links I'd love to listen I know I'm sure where's Boyd the last thing I thought you're gonna say the first of many yeah of course okay so that's what's happened hmm you know starting to close the merchandise and God's work was a lot of local Chicago acts at the time I don't know just kind of inspects Louie of course I work with these heavy guys and um one thing kind of led to another you know was working with a lot of local acts and things just started coming together and um I was able to start traveling a little bit I went to LA worked on video with Soulja Boy do you know Soulja Boy's probably the reason like all this is happening for me you know the soldier boy for Boyd and my brother story my

soldier boy Boyd and my brother story my boy met my brother like second day of college at peace at BU and like five minutes in they got into some sort of conversation where Boyd was like I know who the next rappers are gonna be and age it was like yeah if you're such a big shot why don't you tell me who's next then Boyd went in his room spent like two days in my space didn't go to class came out was like this guy and was soldier boy crazy legend for especially for this genre like he started like a yeah he was a different flavor that became the standard mm-hmm for sure okay so it was worked with a lot people the music videos start to get me and put all the videos out through my channel a YouTube channel and you know to kind of go to the point where is becoming a platform I've worked my a lot of artists and you know the kept getting bigger and kind of hand picking you know the artists we work with and make sure it's very organic and just thought that we genuinely enjoy you know Sargon big the merchandise starts out last week you know shows got bigger you know we're just kind of just a domino effect from there got to start working with a lot of people and then like early 2017 late 2016 I started working with I don't a lot of times people from low pumps of Perkin Warhol and a lot of that no jumper kind of like but yeah I might know a jumper interview there on then I was found working with all these people and it was still like a very much underground thing but a lot I brought it but it wasn't to the point where it's at now and then over the course of two months everything just kind of picked up and you know tall dark and big and everything else went with it and now the DD Tube channel give two million subscribers in the next couple of days so that's really cool and she's kind of building a bunch of different types of content around what are you gonna put all this energy against you think are you want to build a media platform a merchandise platform yes yes like do you want to start a label like what do you thinking about putting what like so for example if you asked me that question like what am i doing people always like are you starting a label are you gonna sort of management companies especially if I want to buy brand like I'm doing all this like the business slower like k-swiss which like Mike's neat like I'm gonna buy a business and I'm gonna try to do a champion did right take a brand that used to be something then became [ __ ] and bring it back so that's what I'm doing like the way I want to like really build my thing is build a machine but then point it against Snickers or Yahoo and so like I feel like in the same way that you call these people got big like I'm gonna try to do that with I'm in a bad relationship with everybody and then there's gonna be a crescendo moment when I buy like blow pops and I'm gonna want every athlete every rap or every business person you know what I mean I know what's happening my book this book is number three in the world right now today like this is the number three Sun book in the world on Amazon right now it's happen right now and I'm not even hustling it's just all from the love like every Instagram so you know so there's everything's you Avenue you know so the merchandise is going incredibly well you know every releases selling out quick well I don't know make money yeah that's you know what I think suddenly but I have an idea of what I wanted that to be and then with the events you know we're working a summer festival in Chicago right now but every year we get all their clothes you know saba huh you know saba yeah I like that kid so much he's such a nice kid off he's my man he was the first one that like drop my name in a song his Monday is Monday to Monday the first person you know I'm a big fan I know I like Chicago yeah the chance thing must've been cool for you to watch I'm so in the craziest right I got into a lot of this I believe it I love all that yeah I see that thank for everybody in Chicago like chance especially for audience chance to play such a people so much so it's like just so experienced so much so just you do I don't know who like a know Sabah but like from afar and I know pretty well Chicago yeah it just seems normal until you kind of step back you know

yeah you realize what you working and things come along like I think there's a lot of inspiration for me you know I know is there anything I can help what I head of a loose idea so like I said the company is really big and in terms of what it is you know I get it so it's like I said the merchandise is so big and it's just in such demand and just like the company and everything it's just like a very exclusive item that I feel like it's just there's just a want for it and I've been wanting to I've been reaching out to people I think it would be crazy to make actual their lemonade and to even just do it like a small run just show good that's smart I know it's smart I know you work with brands everyone uh-huh p-put it I just you know I just wanted to talk that idea out to you beyond that as market talking like partner on something or just do you want me to help you just like I'm funny like I can run the gamut of like being really involved or just really introducing the right people and being a rabbi and getting you off I was kind of just open to what he thought of it before I think it's a really good idea I think like think about it right and if you did it really right and like at like this would be something that I would I would ask for favors like this is where you cash in chips like whenever you launch it not only launch it the way every as you know it's gonna be successful because you got eyes but this is exactly like all like if you and Izzy like kept the relate like this is when you cash in chips because you have to understand that's a big business if you've got a beverage this is big right this business is gonna do cheer from zero which means itself I don't think you probably don't understand that this young of an age how big successful beverage businesses are worth you can sell dollars with the hoodies and work that your lemonade and your lemonade company will suffer a lot more I know because it's two men game Pepsi and Coke I don't want anybody entering dr. peppers company just so just like little New York eliminate carnies yeah man people would [ __ ] with it heavy a little bit about it so I sent him that I could send you guys whatever else you need I can help you trying to think about who and what and where and what you can kill it it's a smart idea I think non-alcoholic no I think that's right wants to become something tangible and a sense of you can drink it it's actually real emanate I think it just stays with you I think it's super interesting I mean I think I here's what I would say too many people rush to switch I like your general energy of not switching to early yeah it's keep Billy 21 the longer you can just keep doing it about them you win but yeah I mean like the like your ability with the kind of things I'm hearing and I got to do a little more homework I mean I know about it but like excuse me your ability to build the coachella of like this genre is real that's real [ __ ] business you can do anything it's all about attention it just comes down to you I said in the last meeting some people want to make 5 million and go to Jamaica and smoke weed for rest their life and some people want to build empires like I don't know and then everything in between right like its authenticity of everything that really keeps me going you want to still live in where do you live gr and you want to stay there long term you think does that lay in New York pull you I like la New York no but I like Chicago PC grounded I can come to LA and do a ton of work on New York kind of work then go back Chicago so fit in fully work on it then I'm ready come back out here just keeps me organized and what do you guys have a relationship like official yeah with the camera so yeah we are like four I like a small team and yeah he's 21 I'm 20 everyone you work with is our age and we've all been just working from moments kids like on our computers

again a mentorship then we finally recently discovered our own space so we're kind of all together for once like the whole time this comes yeah they're like this is the first time we're all together really putting our ideas together really I really haven't thought about it's just an idea how do you want to sell it I think selling it through I think you know website the first round of everything can be through the internet like other web store just like a Shopify yeah just too excited that's right gage you know what the potential of it is from there and all these kids will [ __ ] with you and give you love right yeah everything you've ever put out it sells out within half an hour's few minutes a few minutes yeah it's best something you should be making a little more sounds gonna be something a little more a few minutes of fast yeah like you mean exactly like what are we talking about how much volume what where that we use is I think that having the demand is important so we first overstock of course you know 1,500 easy eight minutes that's [ __ ] good wow that's a lot yeah this piece here on that stuff sold out so fast man unfamiliar grilled of course so right after we dropped it within like 15 minutes there's like screenshots of people who had bought the sweater like putting on real art each other you start seems when I kind of realize like wow like this is real yeah it's what happened like a Swiss is come on eBay and stuff right yeah yeah just like don't you like you want something you want some business mentorship yeah because you feel like you're going to the next place yeah I could taste like I was getting lost in YouTube videos I just find inspiration from it and I just feel like there's a lot of overlap that could be found every other yeah sport that's what you just looked into everything a little more okay well actually interested in it okay well huh check it out more oh well okay six and photos let's do it you kids like seven that's a cerveza hey I'll be good yeah how would you gauge man my man I'm really looking forward to not some senator [ __ ] good to see you man all right talk to you soon