Lil Nas X Stays Authentic in His Brand Partnerships

The Grammy winner stars in Doritos Super Bowl spot

Photo: Trent Joaquin / Video: Josh Rios
Headshot of Ann-Marie Alcántara

Lil Nas X’s popularity is far from waning. The Grammy-award winning artist continues to take his hit song, “Old Town Road,” to new paths, including bringing the song to life in Doritos Super Bowl spot, starring actor Sam Elliott. This isn’t Lil Nas X’s first brand partnership either; he’s worked with brands from Wrangler Jeans to Panera Bread, all while keeping true to who he is. Adweek sat down with Lil Nas X and Jennifer Frommer, svp, creative content and brand partnerships, Columbia Records, to talk about how they navigate partnerships and in the process, teach brands how to talk to a new generation of consumers who are interested in an authentic message.  Frommer described the artist as a creative light to work with, and expressed interest in working in the fashion space.

Once logistics are agreed upon, Lil Nas X said it’s a smooth process.

“We just pretty much go with the flow after that,” he said.

@itstheannmarie Ann-Marie Alcántara is a tech reporter for Adweek, focusing on direct-to-consumer brands and ecommerce.