If the Great Potato Return wasn’t enough to make Taco Bell your fast food joint of choice, allow Lil Nas X to step in. Today, the “Old Town Road” phenomenon was announced as the chain’s first chief impact officer. This new role will reportedly see him take on an array of creatively-focused opportunities, including some “menu innovations” and “an exclusive experience” focused around the release of his forthcoming debut album, Montero.
Lil Nas X is the first to hold this honorary role, which “combines food, music, and philanthropy.” As Billboard points out, he’ll also be teaming with the Taco Bell Foundation to benefit creative youth via the Live Más Scholarship, and will appear in the restaurant’s breakfast campaign. More “fan engagement opportunities” will be announced later this year.
The rapper actually used to work at an Atlanta-area Taco Bell, which he alluded to in his recent single “Sun Goes Down.” According to Taco Bell CEO Mark King, this makes him especially well-suited for the role. “Lil Nas X knows the job, the experience and the culture Taco Bell creates for its fans — including its people,” he said 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.”
Columbia Records’ Jennifer Frommer added that 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 [she’s] had the pleasure of creating.”
Although we always welcome more excuses to eat a crunchwrap, Lil Nas X didn’t need a gig with Taco Bell to get people talking in 2021. Earlier this year, he released the singles “Montero (Call Me By Your Name)” and “Industry Baby,” which were both met with some ultimately futile backlash.