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Lil Nas X Returns to Taco Bell as Chief Impact Officer

The wins keep on coming for Montero Lamar Hill. 

Better known by his rap non de plume, Lil Nas X, the 22-year-old openly gay rapper has taken the industry by storm in three short years, going from internet personality to multi-platinum artist with the record for most steams on Spotify. 

Along the way he has set records, avoided most of the public pitfalls of celebrity and even his seeming missteps, like the Satan Shoes fiasco that led to a lawsuit from Nike against the company that produced the entertainer’s signature shoe — have worked out in his favor. 

With music stardom firmly in his grasps and chatter of television and film projects on the horizon, Lil Nas X has decided to do things his way once again and return to a very familiar place to launch the next phase of his career.

Monday Taco Bell said “Yo quiero Lil Nas X,” announcing that the two-time Grammy winner has been appointed the company’s chief impact officer, an honorary role that will allow him to collaborate on the brand experience from the inside out. 

"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 of the reasons for the move. "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."

Following the announcement Lil Nas X, who famously worked at an Atlanta area Taco Bell in 2017 and featured the fast-food chain in the music video for his song “Sun Goes Down,” joked on Twitter that “life has come full circle, i officially work at taco bell again.” 

Initially, Taco Bell will team up with Lil Nas X to offer an “exclusive experience” around the upcoming release of his album "Montero," launching Taco Bell's newest menu innovations. The rapper will make a cameo in Taco Bell's breakfast campaign and is also partnering with the Taco Bell Foundation, announcing awards to the recipients of the Live Más scholarship. A total of $7 million was awarded to 725 students in 2021.

"Lil Nas X is one of the most important voices of this generation," said Jennifer Frommer, SVP Brand Partnerships & Commercial Sync at Columbia Records, of the rapper who plans to release his debut album later this year. "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."

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