With hundreds of videos under his belt-and already have expanded into management-Bennett wanted to push the brand to the next level, including a now 2-day festival, Summer Smash which draws 20,000 concert-goers each day and, of course merch. Within a few months his youtube channel was well recognized throughout the industry, boasting hundreds of thousands of subscribers.
Between blogging and producing video content, Benton spent all his free time on the website and when a filmmaking degree at DePaul University felt too constraining, dropped out to focus on the site entirely.
As soon as he received his driver’s license, Bennett spent every weekend making the hour long commute between his hometown and Chicago where he recorded freestyles, show recaps, and the scene in general including Chance, Vic Mensa and Mick Jenkins-all of which wound up on the Lyrical Lemonade youtube channel. At that point, Bennett’s blog-Lyrical Lemonade-was covering hip-hop in general, but following 10 Day the site began to hone in on the Chicago scene specifically. Living in Plano, Illinois, Bennett felt a connection to the bustling local Chicago hip-hop scene, which he discovered after hearing Chance the Rapper’s debut mixtape, 10 Day. Years before his merch instantly sold out, Kanye West was ordering him to alter his videos or Quavo was sliding into his DMs, Bennett was just another highschool student scouring SoundCloud for the next big thing.
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