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Video: Mindset is Everything | Cole Bennett | TEDxUIUC

Cole Bennett came up with the idea for Lyrical Lemonade while still in High School. Through his talk, he walks through what it took to grow Lyrical Lemonade into what it is today along with how he navigated the music world. His talk emphasizes why having a passion for what you do can change the game and bring you success no matter the obstacle. As CEO of Lyrical Lemonade, Cole Bennett has produced some of hip hop’s most viewed videos. Entrepreneur Cole Bennett is not afraid to confront risks to move ideas and creative expression forward. Growing up in Plano IL, Cole enjoyed bringing ideas to life. Whether, creating comics or making skits with friends, he always loved to create. At 17 years old and a senior in high school, Cole produced his first music video. Discovering this deep passion, he founded Lyrical Lemonade while still in high school. After graduation, Cole moved to Chicago to attend DePaul University and further chase his dreams for Lyrical Lemonade. Cole’s dreams quickly became an undeniable reality that led him to dropout of college. His imprint, Lyrical Lemonade, is now a multi-faceted company that specializes in visual content, live events, high demand merchandise and more. At the age of 22, Cole has now directed over 300 music videos for some of the most influential artists that have amassed over 2.8 billion views. Cole has been featured in major publications such as Rolling Stone, Forbes, XXL, and Billboard Magazine. As the Summer approaches, Bennett is exploring another adventure – preparing to enter the beverage business with his very own lemonade. The lemonade launch is just in time for the second annual Lyrical Lemonade Summer Smash, a hip hop music festival expected to bring together 20,000 people in Douglas Park, Chicago. This talk was given at a TEDx event using the TED conference format but independently organized by a local community. Learn more at