Lil Nas X Is Now Taco Bell’s ‘Chief Impact Officer’

The partnership marks the musician’s return to the fast-food chain ahead of the release of his upcoming album “Montero.”

VMAN 47’s cover star Lil Nas X has been appointed the new “chief impact officer” for Taco Bell. The newly-created honorary role combines music and philanthropy and will also focus on the release of the Grammy-winning artist’s upcoming album, Montero

The partnership will offer exclusive experiences to fans and customers along with “menu innovations,” starting with a cameo in the campaign to promote the return of Taco Bell’s breakfast menu to around 90% of restaurants nationwide by mid-September. 

The musician’s history with the fast-food chain dates back to nearly five years ago when he worked at a Taco Bell in the Atlanta area in high school. He recently referenced the job in the music video for “Sun Goes Down,” and on Monday he announced the new role with a tweet saying that “life has come full circle.” 

“Lil Nas X knows the job, the experience and the culture Taco Bell creates for its fans – including its people,” Taco Bell CEO Mark King said in a press 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.”

The musician will also support the Taco Bell Foundation, announcing awards to the recipients of the Live Más scholarship to help them pursue their creative projects and passions. The initiative reportedly awarded a total of $7 million to 725 students in 2021. 

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

In his interview with BROCKHAMPTON’s Kevin Abstract for VMAN 47, Lil Nas X reflected upon how his teenage music references shaped his work and the way he’s been bringing a unique sound to his hometown of Atlanta. 

“I also feel like my music has always been different,” he said. “So, when I hear ‘new sound,’ it’s like which one? I think my music touches on many different genres but it’s all through my [lens]. Some of the [music] I make is purposefully nostalgic, so it’s borrowed from another sound.” 

Discover More