In 2017, Lil Nas X was a team member of a Taco Bell in the Atlanta area. Today, he is one of the most popular artists on the planet. Lil Nas has stayed true to himself on that trip to the top, a trait similar to Taco Bell, and now the chain of restaurants will “Live Nas,” as Lil Nas lives Mas.

Lil Nas X has been named the Chief Impact Officer, a newly created honorary role that will collaborate on the brand experience. In the first 60 days, Lil Nas X and Taco Bell will craft an experience around his forthcoming album Montero.

“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. “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.”

Lil Nas X will also support the Taco Bell Foundation’s mission of educating and inspiring the next generation’s leaders. Together, they will announce awards for the Live Mas scholarship to help pursue creative passions.

Lil Nas X will also be seen in Taco Bell’s breakfast campaign and announce more fan engagement opportunities this fall.

“Lil Nas X is one of the most important voices of this generation,” said Jennifer Frommer, SVP Brand Partnerships & Commercial Sync at Columbia Records. “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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