Lil Nas X has had a lot of momentum lately, with his new “Industry Baby” single, featuring Jack Harlow. It’s currently the number eight song in the US on the Billboard Hot 100 chart, and was certified gold by the RIAA last week.
Nas X’s debut studio album, “Montero,” is also being waited on by fans. Now, the Atlanta native is participating in a creating marketing promotion for this forthcoming project. According to Billboard, Nas X has been named the chief impact officer of Taco Bell.
Nas X used to work for the popular fast food chain back in 2017. Now, in the next 60 days, they and Nas X will provide an “exclusive experience” surrounding the album, and the Taco Bell menu will also have some “innovations.”
Some solid work in the community will also be done, as Nas X will work with the Taco Bell Foundation to “recognize and reward young creative individuals via the Live Más Scholarship.” He’ll also be part of Taco Bell’s breakfast campaign, and other fan engagement opportunities.
“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 a statement. “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.”
Jennifer Frommer, Senior VP Brand Partnerships & Commercial Sync at Columbia Records, also commented on Nas X’s understanding of what the youth like on social media, as well his great music, being a great combo in his partnership with Taco Bell.
“[Lil Nas X’s] 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.”
A release date for Montero has still yet to be publicly revealed. Nas X said back in March that it would arrive sometime in the summer. At this point, an end of year release may be the most likely scenario.