A musical trailblazer with a sixth sense of marketing and memes, Lil Nas X helped create the soundtrack of 2021 with the ubiquitous “Montero (Call Me by Your Name)” and “Industry Baby.” When it com…
” and “Industry Baby.” When it comes to courting virality, the internet-savvy hitmaker is peerless — particularly in the visual medium. By gleefully pushing buttons in the name of social change and self-expression, the 22-year-old has almost single-handedly revived the event video. His ability to harness and build on the resulting publicity makes him Variety’s Innovator of the Year.
The meticulousness of the script-flipping video, which amassed hundreds of millions of views on You- Tube, galvanized social media and crossed over to mainstream news outlets. Nas was accused of “psychotic wickedness” by religious leaders, became a talking point on Fox News and infuriated Nike with his custom-made “Satan” shoes.
“Montero” resonated with a demographic hungry for unapologetic queer representation in pop culture. “A lot of people said that it helped them,” Nas says. There were, however, real-life consequences to his fearlessness. “There was literally someone who chased my car a few days after that video came out, yelling, ‘Fuck you!’ or something,” he told Variety in August. “And that’s when I actually started getting security.
Determined to extend the chatter, Nas got creative. He quickly uploaded an “Uncensored” version, which hilariously starts buffering at the shower scene, and followed it up with “Industry Baby Without Music,” which has garnered 19 million views. When it came time to release his album, the genre-blurring artist conjured his own TV show — complete with a pregnancy subplot.
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