Lil Nas X and M&M’s Ink Branding Deal, Outline Plans for “New Platform”
Lil Nas X has officially signed a brand deal with M&M’s, which describes the pact as an opportunity “to harness the power of music and connect with fans in new ways.”
The deal between 23-year-old Lil Nas X and the 81-year-old candy brand has just been revealed, and the parties involved plan to begin the partnership “through a series of initiatives expected to kick off later this year.” .
The Montero The artist and Mars affiliate have not publicly identified specific details of the union, but seniors have revealed that the aforementioned initiatives will attempt to leverage “the power of music to lay the groundwork for a new platform.” that brings people together to celebrate music, make connections and enjoy more fun times.
M&M’s also outlined plans to support the new platform with a different collection of “music-centric initiatives” spearheaded without Lil Nas X. And on that front, it’s worth remembering that the candy brand in early 2022 introduced “M&M’s Album Art Packs”, which featured packaging designed to resemble album covers by David Bowie, Kacey Musgraves, Rosalía and HER
(“M&M’S will be at several summer festivals,” the executives also said, and the colorful candies are currently holding a raffle for “a 2022 Live Nation Festival trip all over the world!”)
Finally, regarding the details and direction of the Lil Nas XM&M tie-up, Mars VP of Marketing Allison Miazga-Bedrick explained in a statement, “In the world Mars wants tomorrow, the company is inclusive. And through the M&M’S brand, we are committed to inspiring moments of connection and fun by encouraging a deeper sense of belonging.
“Music is one of the most powerful tools for bringing people together. Like our iconic brand M&M’S, music sparks nostalgia, memories and fun and we’re thrilled to be able to partner with one of the world’s most pioneering artists, Lil Nas X, to help us further elevate the role of M&M’S in entertainment,” Miazga-Bedrick concluded.
Predictably, M&M’s praised Lil Nas X, calling the “Old Town Road” artist “one of the most influential and groundbreaking musicians of our time.” Beyond that and other subjective assessments of the Georgia native, Lil Nas X has demonstrated his ability to spark fan interest via (largely) positive headlines in the past.
In terms of hard numbers, the two-time Grammy winner has 44.95 million monthly listeners on Spotify, while Montero ranked fourth (behind Adele 30Doja Cat’s planet sheand The Kid Laroi F*ck Love 3+: Above Yourespectively) on Sony Music’s list of its top-selling projects for the 12 months ending March 31, 2022.
Compared to temporary partnerships with fast food chains (like the deal between McDonald’s and BTS) and adult beverage sponsorships (Halsey/Budweiser, Post Malone/Bud Light and Lenny Kravitz/Stella Artois), relatively few products food have banked on the star power of artists lately. But Lil Yachty got support from Reese’s Puffs towards the end of 2020, and die-hard fans are still shelling out nearly $20 a box for his special-edition cereal on Ebay.