Record labels have always made merch. Everyone from Roc-A-Fella to Rough Trade has experimented with designing T-shirts celebrating its respective roster, logo, image and so forth. Media titans too have dabbled in clothing, from Diddy launching Sean John to Gwentyh Paltrow’s goop. Lyrical Lemonade, however, is none of those things. A confounding mix of production, management, events, merch and beverage company, Lyrical Lemonade is a perfect synthesis of everything Generation-Z cares about perfectly packaged through an Instagram-digestible lens. Through ultra-saturated music videos, electric illustrated ads and a discerning ability to spotlight emerging artists, the company has transformed from hip-hop blog to entertainment behemoth in a few short years, and it's all thanks to one man and his video camera: Cole Bennett.