Back in 2017, Lil Nas X had a job working in a Taco Bell restaurant in the Atlanta area. Truly passionate about the fast food brand, obviously, he temporarily took a step back from directly dishing out the tacos to pursue a music career, in the constant hope that doing so might one day allow him to rise up to the ultimate dream job: Chief Impact Officer of the entire Taco Bell empire. And now, ladies and gentleman, that dream has been realised.
"As a cultural icon with an insider’s perspective on the Taco Bell team member experience, Lil Nas X has been appointed the title of Chief Impact Officer", the fast food firm announced yesterday, "a newly created honorary role that will allow him to collaborate on the brand experience from the inside out".
Yeah, whatever you say. “Lil Nas X knows the job, the experience and the culture Taco Bell creates for its fans – including its people", added 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".
Yeah, maybe. “Lil Nas X is one of the most important voices of this generation", chipped in Jennifer Frommer, from the brand partnerships wing of the musician's label 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".
Good times. But what will the not-at-all-made-up-job of Chief Impact Officer actually involve? Well, "in his first 60 days, Lil Nas X and Taco Bell are teaming up to offer an exclusive experience around the upcoming release of his album 'Montero', launching Taco Bell’s newest menu innovations, and most importantly, tapping into his history as a Taco Bell team member to help make the experience even more impactful".
So there you go. Maybe this could all end up in a messy legal battle. I mean, I'm worried no one's sued yet over Lil Nas X's most recent single 'Industry Baby'. And if nobody sues him, how's the guy meant to come up with the concept for his next marketing campaign? Let's just hope no one at Columbia has taken any real time to read the nitty gritty of the Taco Bell contract.