Lil Nas X Stays Authentic in His Brand Partnerships

The Grammy winner stars in Doritos Super Bowl spot

Inspiration meets innovation at Brandweek, the ultimate marketing experience. Join industry luminaries, rising talent and strategic experts in Phoenix, Arizona this September 23–26 to assess challenges, develop solutions and create new pathways for growth. Register early to save.

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. 

AW+

WORK SMARTER - LEARN, GROW AND BE INSPIRED.

Subscribe today!

To Read the Full Story Become an Adweek+ Subscriber

View Subscription Options

Already a member? Sign in