Cole Bennett Tells Crazy Untold Stories of Kanye West, Justin Bieber, Juice WRLD and More

all right boys we got a huge episode this one is one of my personal favorites cole bennett you guys have been asking for this for a while me and cole been going back and forth for like a year now about doing this it got pretty deep and just [ __ ] learning from cole and listening to him even for me it's very inspiring to hear all the [ __ ] he's done also before we get into this pod happy dad is now officially available in illinois we're here in [ __ ] champaign illinois right now we're going to isu we're hitting the whole state chicago of course you guys want to find happy dad we're in 16 17 states now you guys want to find it go to happydad.com find pop in your [ __ ] zip code and bang you'll find a store that has happy dad we're in some of the biggest chains in the country too and we're only growing happy dad is [ __ ] killing it thanks to you guys it's not [ __ ] easy to start an alcohol celebrity brand a lot of them have failed you guys know who they are we've called them up before we'll call them out again but yeah grab a happy dad tag us on happy dad instagram we're reposting a ton of you guys cole bennett pod fire pod let's get into it [Music] [Applause] [Music] [Applause] [Music] nothing well i don't live up here yeah hard [ __ ] 20 30 minute nap was amazing all right we got uh we got the man cole bennett we've been talking about doing this for a while right we've been going back and forth for like a few months maybe like a year or something but we wanted to have you on for a while because we just like you know being in the the business world and entertainment and stuff is just like it's cool to sit down with someone like you who's just like really built like such an incredible like business and just your whole production company with lyrical lemonade it's [ __ ] it's inspiring for us too so it's sick that's so much we're in your house right uh yes this is my raptor yeah yeah it's dope man so what's this go ahead where did where did it all start like when were you first like man i want to make videos i want to be in this this world uh well i grew up loving hip-hop music and then uh as i got into high school i found the cinema and film and i was like how do i you know blend these two passions together and uh i took my mom's camera that um can hear me okay right here i took my mom's camera uh that she would like her photo camera that she would use like family photos and you know and it had a video setting on it and i had one of my friends make a song i was like oh you make a song and i'll do a music video for it and we recorded the song my garage on garageband and uh yeah i did a music video for and i had so much fun and i kept doing more and then what age what age did you start though 16 16. what what'd you edit it on the first video imovie i moved oh [ __ ] yeah yeah no windows movie maker ever no no strictly you've been on the apple been on apple yes that's the what year was that uh i started lyric lemonade in 2013 um when i was 17 years old but i started shooting videos for fun uh a year or two before that i believe it was 2012. and uh you're from chicago yeah yeah but this is in plano so about an hour outside chicago and i've lived in chicago for the past nine years yeah i saw you came up on chief keef yeah yeah favorite album finally rich yeah yeah i love finally so did you like the drill wrap like the hard stuff or i loved it i loved it yeah and i actually i shot drill videos for a while too so um i i love this yeah yeah chicago rap seems crazy yeah but what so what got you into it though why were you like you wanted to do it you just i just loved it i don't know i looked at the chicago music scene as a world of its own and you you know there's so much untouched talent and just undiscovered talent and i was like i want to be a part of this and i want to just keep exploring it and i don't know it was just a passion like it when did you know you're good at making videos um i still you know every day i'm like am i you know i'm trying to get better but i i think than the moment i noticed that it was something and things were working is when i started to uh show people and they they were actually impressed you know when you first show someone something you're like your your friends they'll be nice to you and when i when i noticed like a real compliment on my work and like i noticed a true reaction that was when i was like okay this is this is something that i might might be skilled at how long were you doing it before you got that real compliment um i don't know probably like three four years you know i mean i don't know i'm sure i got compliments before that vote real um i don't know it's a difficult question yeah well who was like the first big name where you're like holy [ __ ] this guy [ __ ] with my [ __ ] um i remember quavo reached out to me in 2016 and this is like when the migos were on top of the world i had only been doing underground videos at that time and i was like wow like he dm'd you or something dm uh to work on something and uh that was you know what video he saw or like what he saw this video i did uh we saw a famous dex video and they he saw this allen kingdom video who's this artist from the midwest um i'll never forget when because i ended up shooting a video with amigos a few months later um it never came out but uh i remember him showing uh offset and take off like this video i did i it was so crazy the video that he was showing them it was like a video that no one really had saw yeah so him showing them like showed me that he was really tapped in with what i was doing which is cool is it true that you won't shoot videos unless you post them on your channel yeah weren't weren't the migos some people that they wanted it on theirs and they the label didn't want you to have an article i never got that far in the process uh to know what that would would have been like because the video didn't end up coming out but i was gonna fight for it to be on the channel regardless there's been a couple videos that didn't live on the channel like throughout the years i did a whisk leaf video with gucci a few years ago that i like i had to do it for my childhood self you know yeah um but that didn't go on the channel so there's been a couple that didn't but yeah over the last couple years nothing back in the day were you just like shooting music videos or were you [ __ ] around with any other type of videos um well i i took this multimedia class in high school and i would do uh like like little skits and things of that nature um like funny [ __ ] yeah like funny youtube type [ __ ] yeah like youtube stuff but it was like for school projects and things so it like i never put it out and then um i did a documentary on the chicago hip-hop scene um when i was in college not for college purposes but just while i was in school that was like five years ago i did a short film like six years ago so i've i've definitely explored in different different areas and i want to get into like more long form music videos is that thing that just like kind of popped for you like back in the day yeah i know i did that too like the pranks thing was like just what kind of worked for us but like we were shooting all sorts of [ __ ] like serious [ __ ] exactly so that's cool that you know you gotta tell people too because i watched something that you did on the famous decks like the whole story wasn't like gave you one night to do a whole video and i was like your test or some [ __ ] yeah the first video i did with dex um we shot and he was like let's drop it the next day and i remember being so excited to shoot this video because uh i just knew it was gonna be a really special moment and uh he's like let's put it out tomorrow and i remember staying up all night and editing this video and actually had class the next morning an editing class funny enough and i missed it and uh got the video done yeah there's there's definitely a lot of crazy turnaround time you went to like film school i i studied digital cinema at depaul university for uh a semester and you dropped out yeah what was it like like in film school like what'd you think of it um i went to like film school too really yeah that's really cool um [Music] i dropped it after semester two actually yeah what do you think of it uh i enjoyed it i just thought that the way that things were being taught like the structure that that was built in the standard they were setting for like film and like how to become a director i remember there was a screenwriting class i was in and and the professor had said something along the lines of it takes you like nine to ten years to become a director and you have to go through all these different and you gotta start as like the audio guy in the world yeah and i think there's a lot of truth to that too but uh it wasn't it didn't feel like my story and uh i just didn't want to be in a class and be fed things that just i didn't really you know that didn't pertain to me it seems so interesting to me because it's like it's a thing that's about creativity right so it's like how could you go to school to learn how to like technically be creative when it's yeah i understand like there's certain things you need to know how to like operate and do right but beyond that as far as like making something amazing that someone goes wow that's really unique and different and new yeah like i don't think you can learn that yeah yeah there are a lot of technicalities that you can learn but i think you can learn those things on youtube and i would learn so much more in such such a quicker amount of time on youtube and tutorials and i'm you know it just that worked better for me and it's almost like and also when you want to learn something you're more quickly to learn it you know then if you're like i have to go and i have to do this in class and do this for class at their pace like if you went onto the internet on youtube specifically was like i'm gonna look at this type of editing you know this type of whatever style of shooting you're you're wanting to learn it you're more eager so it's almost like you learn it more efficiently yeah absolutely that's what it is i found two when i when i was in film school it was more like i was i wanted to like make like a business out of it too yeah and like all the kids there were like into like japanese films and like stuff like that and i was like that's cool but i never understood like it's like yo how are you gonna like kind of turn this into a thing you know like that's what i felt exactly and i i think with kind of what i wanted to do with lyric lemonade and what's become it was it was taking a very uh different route you know it wasn't a a conventional way of doing things so i knew that to to follow the story that i want to create it couldn't be done through you know the narrative of film school and and how things are taught there so when did you decide to just like pull the trigger and drop out i threw a through a shot there's a lot of different divisions of lyric lemonade and i threw a so we do concerts we have a beverage we have to blog we have um merchandise and so on and so forth and so i've been throwing shows since 2013 and i threw a show with little uzi ver it was his first time ever in chicago and uh i've told this story before but yeah i booked him for eight thousand dollars and i'd been shooting a few videos so i paid two thousand dollars a booklet you buy in chicago and i announced the show about two months out and uh by the time of the show i think he was going for like sixty seventy thousand dollars you say 2k i i booked that he was eight thousand dollars but yeah it was a two thousand dollar uh that's great how did you get him for so cheap though because he was so small at this time this is early 2016. um but two months so i booked him two months out and by the time of the show he was going for like somewhere between 60 and 80 thousand dollars a show but you know yeah 2016 yes 2000 first album right yeah yeah um yes it's right after his first album yeah um but uh did the show and it it sold out and it was such a crazy moment and i remember like being at school and like i'm in class and i'm hearing kids talking about like the show and they'd have no idea like i'm the one throwing the show but i'm hearing people talk about it and it was such it was such a moment and when that happened i was like i don't know if if school is you know what i want to do right now and uh i remember i made a list of uh goals that that i wanted to accomplish and if i could accomplish them um in like a six to ten month period then uh i wouldn't go back to school and if if i couldn't accomplish it then then i would and i remember i just i blew him out of the water and i never looked back so what do you focus on after that because that's like the promotional side right so were you like all right i got to start bringing artists or then were you still doing the production like editing all that yeah everything um what what came after uzi what came after uzi uh well actually after uzi i was like wow shows can really be you know my bread and butter i have a lot of fun with it it's a big uh it's a big part of lyrical lemonade i threw the lyric lemonade summer bash which was a indoor show that now is the festival which is the summer smash but first year i did it um was right after the uzi show and uh i remember i lost nine thousand dollars and i was about to go like in in debt like i didn't have any money and uh i was about to work construction and uh it was like a wake-up call for me i was like okay it's not always gonna be like this crazy moment you gotta really think about things and you have to approach it in a certain way but um yeah i don't know there's so many wait what do you mean you're almost about to wear construction like i was like i had it all set up like i was about to work construction job because i had no way to like make this money back and this is after the this after the shows after i i dropped out did you lose the 9k in blackjack or like no i i love the there's a joke wait what this is a terrible joke wait i didn't really i i lost that bro i'm [ __ ] embarrassed i zoned out for a second okay that hurt like how did how did you lose yeah that was terrible i've lost 9k before like that so okay but like that was just poor time okay anyways just shut up for a second i gotta go wait wait but how did you lose the 9000 uh on the show like the show didn't do it who was the artist please leave that i don't want i don't want to say the artist's name just because okay yeah i got a question for you you could go back and dig it up [ __ ] steining right now real important it's not really that bad yeah it was terrible that we're shut out really really though you you had you you i i dead ass dude i don't usually i'm not that bad at the job it's fine that was like a zero out of ten yeah it was horrible you you have like obviously you're obviously super [ __ ] creative obviously a very smart guy um how did you have the foresight when you you know you found something like uzi you got him before he blew up essentially and also like didn't you have one of uh juice world's like biggest things it wasn't lucid lucid dreams yeah and like that was like a big moment i think for him like how did you have foresight on like what's popping like what's gonna blow you know what people are gonna like i mean everything i do is really just like what me and my friends are into and uh you know uzi i just was really into uzi and i remember when before i did doozy show i was like i was about to do uzi or cardi play with cardi at the time i ended up doing a party show later on but um i was just really into uzi's music and i was like this is artist that i want to book and it wasn't like i was trying to like craft this you know like i'm catching this artist early or anything i just was into him in the time i happened to book him i think that was just like luck working on mine i don't want to take too much credit for like seeing uzi is like this this this thing that was going to blow up over the course two months just happened that way but in terms of like music videos and artists that i've gotten the pleasure to work with uh someone like juice you mentioned um that came from uh you know a phone call baby called me and uh and these i have this artist that i want you to manage and uh i said man it's like oh man it's artists he's like what i think that like this could be the rsu manager he sent me juicy music and this is before anyone had known who juice was and the first song he sent me was all girls are the same in lucid dreams what did you think when you heard that song wow i remember exactly where i was i was in new york i was in my hotel room and i was like oh this is incredible and i i just called back i was like you know i'm not really interested in managing anyone but i would love to do his first music video and uh to give you a gauge of like his engagement where he's that he probably had like 2 000 followers on across photoshop [ __ ] insane yeah so when i got back to chicago he came over because he's from chicago too and we just hung out we took we took some shrooms we listed some music and then the rest was history i think we shot wow all girls are the same two weeks later and then maybe lucid dreams a month or two after that how do you decide like when you you hear an artist and you hear the music and then they come to you like i want to make a video how do you how do you make it come to fruition like what where do you start with like how it's going to look how you're going to shoot it the setting where does that whole process start um when i list to a song sometimes it'll give me an immediate feeling sometimes not sometimes i have to sit with it more and kind of just like relish on it and come up with different ideas and uh usually i'll get a song or a batch of songs rather and i'll pick the one that i like the most yeah and then when i'm writing a treatment i'll uh i'll just have the song on loop and i'll just think and i'm thinking i'll think and i'll come up with an idea it's kind of like a base structure and then i'll build off that and you're thinking about how it makes you feel or what i'm thinking about how i make it feel how it makes you something about how it makes might make other people feel i'm thinking about you know is there a theme to the song that i should follow should i completely break the theme and do something else i'm thinking about color palettes like it really is different every time but sometimes i start typing and i let it go from there a lot of times i'll write something out and it's not the right idea you know and then i'll backspace delete or i'll send it to the artist and maybe they'll give me some some recommendations and i'll rework it um and yeah it's just uh i don't know how to explain it do they give you like a creative direction or they kind of give that lead i've been thankful enough to to work with artists that really trust my vision and just let me do what i what i want to do um that's very important for me you know because that's like that's part of my art and how i create is is to be my creative vision so there's too much input coming from an artist or something i'd rather just not work on that video and maybe we find another one that they're like so you like creative control yeah i do yeah yeah that's dope man yeah thank you when when you heard like all all girls were the same in lucid dreams did you know that like juice world would be as big as he would would be um you never know you know you have a feeling and i definitely had a feeling um and uh i think once i met him and i really got to understand his heart and how his mind works and like how how passionate he was then i knew you know because he was one of those people that like was truly passionate you know he really loved music that's all he cared about and you know people often say that like you know you don't care about the rest this and that and like he really didn't care like when when juice blew up and you have to keep mine this happened in an eight-month period um he's one of the quickest rising artists of of you know this generation and uh saw stardom so quickly and he always he just he he just loved music his music's just so [ __ ] good though like yeah especially that song like all girls are the same like you could turn that on at any time too and it's just like it's such a fire song how much do you think the music video does for like the plays in the streams um i think it depends i think with the music video you should always be trying to create a moment that's why typically when i do a music video i like to do songs that aren't yet released because i like when people hear the song for the first time they're pairing it with a music video so like you know they have that visual experience as well but i think if you can create a moment with a music video i think it it can elevate a song and catapult it you know look at like the first video that comes to mind this might be a bad example but the [ __ ] video you know with uh cardi b and megan stallion i mean that's all anyone could talk about and then obviously it drives interest to the song and it created such a moment that yeah i think definitely uh impacts streams and things that nature and it's just it's cool to see your favorite artist or you know match a visual to your favorite song and just it's such an experience i think uh beyond just the streams and stuff i think that experiential moment is like really really important so so going back to what you were saying to artists ever because you want to have that creative lead are there ever artists that are like that want to sit down with you and like go back and forth though and be like yo cool this is what i'm thinking and or are you like strictly like bro i got this um it's there's been that for sure and i can appreciate that an artist that really wants to like sit down and be involved um i think it just depends on the artist and maybe what song it is and knowing like what their attachment is to it and uh yeah so there's sometimes how did you like assert that like dominance with like rappers and [ __ ] like i get now like everyone's like they probably just trust you they're like dude do whatever you want but like back then how did you like deal with rappers like kind of being divas and like how did you just be like yo just trust me bro yeah well i had to eat [ __ ] for a long time you know what i mean part of being within the rap space and just being in the creative space in general anyone knows it's like it's really hard a lot of people walk all over you so i think it was just going through that phase you know playing the part and then getting to a stage where it's like i'm gonna stand my ground and like just not do something with someone that doesn't you know see my vision or can't appreciate how i'm operating things it's it's that's just what it was i think you get to a point where like every video like that i do is gonna go on my channel if it doesn't it doesn't matter who the artist is what the song is i'm just not gonna do it um and uh you know working with someone that might be a little difficult or whatever i'm just not interested and once i kind of really honed in on that that self integrity i think that everything changed from there but i had to go through the stages of like you know what taught you that though like what taught you that you had to hold your ground on that like did someone ever show you that did someone lead the way there um i can't think of a specific experience i think it was just uh knowing that we kind of all control our own narrative and like if we want to you know take control of our life and and and get in that driver's seat and build an empire then it's we got to do it you know and and the only way you can do that is you put your foot down and you know the direction which you want to go was there ever any like earlier artists that like just didn't see the vision that you had and you were just like you know what absolutely oh of course that's all part of it um yeah don't want to talk about it um we talk about it i can't think of a specific instance but uh i mean there's that that that's that's just part of the game do you ever not get paid anyone like nah i'm not paying you i mean most uh most the videos i was doing when i was coming up was like i would do a lot of free work to begin with but i've never had someone like agree to pay me and not do the video and then they they don't pay me right right yeah how does that work like with the label they just come to you with a budget and then you're just like um well typically i'll i'll get a song and if i'm interested in it usually that that communication is with the artist okay um i've built a lot of uh beautiful relationships with artists and that's how i like to work with people is you know directly me and them and uh and i'll start working on ideas and then i'll let my team handle that with the label i try not to like get involved too much in the budgets or think about that too much or try to just focus on the creative and if it's possible it's possible and sometimes it isn't and then you just keep it moving yeah yeah who came up with lyrical lemonade um what like the name name the name the name um so uh i was in high school 17 years old i was in study hall and um i knew that i want to create a rap blog and i was bouncing all these ideas and names in my head i was like i don't know go home that night um sat i remember exactly where i was in the kitchen i was sitting down on the floor my mom's sitting up uh by the countertop cabinets and um saying all these names i'm telling her i was like i need help kind of found some ideas for for what i want to name this this blog and i was like i know i want to be something related to music and then i wanted to be like a fruit or a vegetable because i was already thinking about the marketing and the logo and everything i don't want to be fun and colorful and uh we're bouncing ideas and she said lyrical lemonade and uh i was like i don't know about that one it didn't stick at first and then i was like wait i think that's that's perfect it's dope yeah so yeah my mom's like my best friend she's an incredible incredible woman and uh yeah how many times did you like maybe no one was there and you got you were like in the street and you're like all right i'm getting in the booth to try and see if i can rap no i know buddy that was that was just you know that's the [ __ ] you would well if you're it's gotta be in the back of your head at one point like no i mean i like freestyling with my friends and stuff like that like just like playful but so you never got in the booth through on auto tune no okay i guess that is just me have people do that i just i just never got into it definitely you bro yeah strike two so funny really no i'm just kidding what uh what's the relationship like with some of these guys like who are you closest with some of the closest like rappers um i'd say i'd say i mean i have a lot of really really close friends within the music space but uh like who do i keep closest in contact with like on a regular basis every day talk to by dirk um dirk is like one of my closer friends within the music business side of things um and we just we have so many ideas beyond music like we're starting this uh this uh property management company together we're looking at land and you know we're just trying to think of ways that we can you know take care of our family for the years to come yeah he came on the show yeah yeah i saw that two months ago what other things what other projects you work on outside of music um there's a lot of things uh that that i'm kind of stepping into and exploring um that excite me um we're working on oh wow there's so many things i don't know uh i'm getting into land and stuff so we're working on uh different uh experiences and retreat lands and stuff like that we just got uh landon joshua tree uh like buddy thomas retreat stuff for like um all sorts of things for like uh you know recovering addicts and um for musicians to go and and record music and all sorts of things like that um i have an idea i'm i'm conceptualizing a theme park so i've kind of been uh just diving deeper into what that looks like is like a 10-year plan uh i'm i want to get into movies so i'm working on more like long-form narrative stuff and yeah it's just a world of things that i want to step into but it's just you know day by day stuff but you spend most of your time doing during the day like writing ideas writing concepts i write a lot of ideas uh but they kind of just come to you as they come and some are more exciting than others and you you know expand on those more when they come but yeah i write a lot uh and i just i don't know yeah i write a lot is uh is lucid dreams the most streamed it's most viewed lyrical lemonade video i think it's like almost at a billion i think it's like 830 million yeah makes sense yeah but how crazy is that when you see that [ __ ] like insane what's it at 800 wow 830 saying or something yeah yeah it's crazy i it's i i still don't think i fully processed you know the whole the juice thing you know him becoming that type of superstar and those type of numbers and everything and how it all started i it still hasn't hit me so yeah i see that and i'm just it's really what other ones did you do for juice bandit i've done like i did like i don't know right around 10 videos in total with juice i did a lot of the other juice but i did the one with him and eminem that was oh my god yeah that was that was after yeah that was after he had passed tell us that story of how like the godzilla video came about um that was actually really crazy i i uh i get a call that uh that eminem wants me to do this music video and um i'll never forget i i got the call at night time and then i was i'm gonna write it as soon as i wake up i went to bed i woke up at seven a.m and i had turned into treatment by 10 am and uh she had three hours i didn't have three i just i just wrote it i just happened to write in three hours but it was like an essay man it was like six to eight pages there's no photos i just wrote it all out and i sent it over and hopped on the phone with him and he loved everything about it and i remember the one thing uh because i wrote in the treatment that mike tyson knocks him out but i was like you know if we can't get mike tyson then maybe we get like i don't know like hulk hogan i was just like throwing other names in there he's like no we got to get mike tyson so okay now i got to figure out how to get mike tyson but we figured it out and uh i'll never forget when i when i got to set that day like it was like it was just the most unreal feeling you know it's crazy eminem got there he was first on set he was there for 14 hours two days in a row second day at the beginning of the day i got word that dr j was going to be there if i wanted to put him in the video so i had to work away to find a way to get dr dre in there we already had a scene of eminem getting knocked out by mike tyson and then going to the hospital so i was like dr dre as the doctor worked out perfectly but being in that room um giving direction to eminem dr dre and mike tyson was such a surreal feeling were you nervous like directing them does it ever get nervous like directing those type of superstars that's the one thing it doesn't i just when you're in that moment you're just i'm so in mode that it feels good it's empowering it's exciting like i'm excited to lead and i i'm never nervous in those moments i think maybe sometimes leading up to it or even sometimes after i'm like what just happened what's wrong never in the moment what's your role on like in like on set like on a set like that um like what do you do like when you like walk on set when i walk on set it's it's there's a lot of moving parts the bigger production something like that and uh to to sum it up it's really just to to get the vision across and with the idea i had so it's a lot of um you know communication with a lot of different people and uh it's just leading you know i think it's the best way to put it's just leading how did that like role evolve over time from like back in the day to like now like what your roles were on set well when i started i mean up until just a few years ago i it was just me and a camera you know and then maybe like my friend holding a light like out of frame wiggling it and uh so and and now it's gotten to a point where you know just two days ago we were on a crazy set and there's so many moving parts and it was just i don't know i think it just it evolved and i think i just became more of a storyteller i think it came from just me like being here with the camera into me becoming a storyteller and a leader and really finding a way to express my vision that would be the best way i'd put it was there any people like you coming up in the in the game in the business that you really looked towards as like uh inspirations to get to where you are where you want it to be or how you want it to be um i mean i look at people like iconic people within the space you know there's hype williams and all these people but uh that came up in the mtv space in the 90s and all that but uh and then there's people from chicago like aj production and d gaines who were like shooting those drill videos and they were like the first ones that kind of did what what what i was doing as well and uh that's as the closest the closest there is to to what i was doing but have you done any like the the drill like in atlanta or anything like that uh like production and [ __ ] chicago videos yeah i used to like like i used to go around and shoot like chicago videos those ones are the best bro you recently shot like something you love that [ __ ] phone right right just like all the boys like the day ones in the hood just like i had the camera i remember one time i was shooting that's your dream to be there i was shooting this video on god dude hold you're doing great you're doing great i don't feel that way i got to be honest you're doing amazing really when the guys from over there are talking [ __ ] then it's like i'm in my head dude you got this dude i believe in you i got you [ __ ] man you're gonna have to give this guy a whole therapy session after now dude what do you think he had the most fun doing to this point the most fun that i've ever had uh i don't know i think just getting out there and going i love being on set it's just such an exhilarating feeling i don't know how to say it it's uh have you ever had to shred someone on set like put them in their place um you've never had like a steiny saying dumbass jokes no i i pretty much everything has been pretty cool i remember when i worked with kanye on um well i did the mixed personalities video for for y w melly and kanye was on the song and uh i remember we had we had uh me and kanye were in communication up until the video because he was very involved in the process and uh he calls me while we're on set we had just laid out 8 000 square feet of turf because like turf was like a big part of the video he's like yo like i'm not going to be able to make it today he was like shooting in like three days like my apartment like three days in calabasas he's like could you bring everything to calabasas like we just like spent like a whole day rigging all these lights and laying out this turf and i was like yeah we can make it happen though and uh so we bring all the turf to calabasas and we where was the shoot at currently um it was it was in um it was right by the airport somewhere like inglewood or something and uh so we shot out the melee scenes and then he had to go to florida he had to turn himself in for something that unrelated to what he's in there for now and uh he had to like i don't know serve a month or something and so i go i shoot the the kanye scenes three days later and we lay out all this turf and everything we don't even shoot any of the scenes on the turf like he didn't want to shoot any scenes on the turf um he only wanted to shoot uh initially i saw him on this white backdrop and he was like oh is that good enough and i was like i need at least one more shot and i was like there's this plexiglas scene that we were shooting through and i'd rigged up this turf above him he shot that as well everything was cool and then the night before the video came out keep in mind mellie's locked up at the time so like he's he's trusting that i'm following the initial vision that that i brought to him you know we had talked about there's a strong color palette within the videos blue and green and and kanye uh hits me the night is supposed to drop the night before and he's like yo let's make the video black and white oh and i was like man like yo it's all edited and [ __ ] already yeah it's finished yeah but what do you say to me oh my god i told him no i said i said uh did you guys get a text anymore yeah i wish i still had the text posted on instagram like so you just said no no i just told i didn't i didn't say it just like that i said you know we have to kind of think about mellie here like you know this is his song at the end of the day this is his vision he's also not here to have an input on it um so like i really think we should follow the initial vision that we all had and he's like let's you know he's like that doesn't match my color palette like but he was on set the whole time and this is what he told me the night before it dropped but it's what you expect about something like kanye i just you know how to work with someone like kanye and i actually really appreciated it because like i said that self-integrity element of like knowing what he likes and what's true to you know his uh his artistry but uh yeah that that was so is he cool with it in the end yeah i expect you at the end of the day for that i'm not sure i'm not sure uh yeah i think they do i think i think we'll stand up to that dude bro when it comes to creativity if that if you guys go watch that video if you watch mixed personalities and then imagine it in black and white it's just it's it's not right it just didn't feel right were you like trying to explain it to him and he just was like fading it or yeah he got he i don't know he was upset you know he uh he he said my color palette is very important to me what about after it came out did you say like you know what that turned out yo i love it um so funny color palette war yeah it was a color palette like uh no it was fashion i i forgot exactly how and he he agreed to it in the video came out and i mean he saw what the video looked like did he ever say afterwards like y'all was dope though i just asked he liked the video like i remember him and i would send him cuts leading up to it he posted all the swipe ups in black and white yeah he put a filter around he's like yeah this [ __ ] bang like this though yeah no but uh were you like laughing at all cause you're in a texting world with kanye west or were you just like bro like i was i was upset uh okay because you know that the color palette that we had for the video was very important to me um and i think he was upset as well it wasn't like aggressive uh it was just it was a conversation as a debate you know damn yeah that's crazy yeah have you ever any other other situations like that or just like he's that would mind the pinnacle of it definitely i'm trying to think what it would be um but there's for sure been situations like that um i can't think of it it was like the most easygoing guy you've ever worked with [Music] uh or just someone where you're like yo i love working with this guy anytime really i enjoy working with just about everyone um i really i really loved working with juice i love working with ski masks um eminem is always a wonderful person to work with um but m is cool because it's like he's done it all he's you know he's one of the best and the greatest of all time and uh to see him be on set and be passionate truly passionate and like give it his all was really cool because i've worked with people who are uh you know superstars who haven't even scratched the surface that he walks on and uh aren't that way you know so to see someone who's as uh successful as he is to be as driven as he is still that's cool so based on how far you've gone right to someone it's like a kid upcoming he's like i want to be like this guy i want to make music videos i want to be a director like to the level that you're at right what would you say is the most important thing for that person to focus on as far as like to to get there obviously there's a total there's a giant road in between right but like to that kid starting out like i guess to yourself starting out what would you tell that young kid that's really important to focus on or things to think about or you know what i'm saying i'd say make sure you love it that's like first and foremost i think a lot of people see things and think that they they would be into it because they see the money yeah you know all the things around it or maybe it looks cool once you reach point success but first of all make sure you love it make sure it's something you're passionate about and then i think it's important to dream big but i also think it's important to be realistic you know i never envisioned any of this like i really couldn't have imagined this in my most wildest dreams and um i think being realistic and step by step with my goals was was a was a really important part of the process and uh i i would say it that way i'd say you know take it day by day and make sure you're passionate and one thing will lead to the next you just have to trust the process a big moment recently was the few months ago was the bieber video how did that come about um the bieber video came about uh we talked about doing a video like like over the past couple years like there was always talks of it and then we really locked in on a halloween last year uh it's a funny story actually uh i was uh i was uh me and zach were the guys from wayne's world um and uh i hadn't watched the movie recently i'd seen it when i was younger but fire movie great movie but i didn't watch the reason i wasn't i wasn't fresh on it you know and uh i walked in and justin walks up to me and he's like saying lines to me from the movie and uh like i don't really know what he's talking about i understand what's going on but like i have nothing to give back to him you know what i mean and uh so i just keep keeping moving and then i go to the bathroom and uh he was in the bathroom and i see him in the bathroom and then he's like you know who i am he was uh he was uh it was a ryan reynolds movie uh forget the movie the dude's wearing like a dress shirt with the tie i don't know a new movie right yeah it was a newer one anyway uh and he's like have you seen this movie and i i had watched that movie recently but once again like wasn't too fresh on it like he's starting to say the lines and like same type of thing like i just don't have anything for him like back in that conversation so uh um so then i keep going and then i remember i was sitting down and uh he just comes and sits down next to me and we just uh there's one shot glass we're just taking shots tequila and smoking backwood and hanging out talking about life for like an hour and like really just had a a great uh exchange it was really cool dialogue and then i get a call like three four days later that he wants me to direct his uh tour visual like that he walks out to and it's like this really cool uh message that he did put together and uh so i worked on that with him and i remember right after the first shot he pulls me aside he's like what's like your schedule for the next month like we got way more work to do and then from there we did the music video and just built a really really special friendship damn let's go yeah so how many employees do you have now really it's like it's like eight of us it's like eight of us yeah you still have the like headquarters in chicago so everything's in chicago like my primary homes in chicago are headquarters in chicago uh it's it's fun there it's like a it's like our own little fantasy vic you said you were on set a few days ago you have anything coming out or anything you're working on uh yeah me i just did a video a couple days ago me uh i directed a video for jack harlow and estg really really cool and i'm excited i'm excited is that a new song or is that already a new song it's not [ __ ] but that should drop sometime this month and uh that was mine and jack's first time being on set since what's poppin oh yeah you did that one yeah yeah so it was a designer right yeah yeah yeah what's it like to see jack evolve since like what's poppin to now the coolest thing man i think the coolest thing about jack is just how he moves he's so so confident self-aware and i think that's a big part of his success you know he just knows who he is and uh seeing him rise to stardom is no surprise um for me and uh i just love watching him navigate it all and and keep his composure through you know the highs and the lows it's a cool thing his come up's insane like that's crazy from what's popping now like he's like [ __ ] like superstars really loves this [ __ ] you know that's that's what like sets him apart from like that's what i'm talking about some of those guys they'll select you guys like really loves this [ __ ] and um he's very very strategized with everything he does he knows what his next move is going to be and he thinks everything through he doesn't overthink but he he's he's going to think everything you could tell he's very smart yeah can you tell like from people like who's passionate who like could you tell like yo this guy might not be around that long just just from how involved they are or like i mean i mean you could just tell like exactly how involved someone is and how dedicated they are to the craft and and you know how far are you willing to go i mean everyone is going to like not everyone the people within the music space that find success they're going to have that moment right and some moments are bigger than others but it's if you pay close attention like you see how some people operate versus others and you know there's a there's a special uh theme that's consistent through all the people that are here to stay is it like a vibe it's like an energy it's an energy it's it's it's like people who are grateful and thankful to be there and don't take it for granted and and and know that it could be gone tomorrow you know but understand that they love it as well you know i think when people kind of get a little sloppy or lazy or too comfortable is when you know you got it you got to be on it at all times yeah some people can't do that what was it like working with mac man working with mac miller was probably like one of the biggest highlights of my career um i'd grown up listening to mac he was a very big part of my formative years so that video came about uh carnage calls me he's like hey i want to do a video current close friend of mine so he names me off a few records of people who are on these different records he says he has a mac record i was like yeah i need to do that one and uh he's okay cool like let me call mac calls matt calls me back he's like yo like i called mac and i was like yo like you know it's cole bennett kid like you can shoot he's like yeah like i don't [ __ ] with him and uh carnage calls me back and he's happy and carnage like gordo yeah gordo yeah yeah yeah shout out carnage yeah yeah sorry you said max said that he did yeah he said he said yeah but it was a joke he's like i'm just joking um yeah no it's part of the joke we got cut off right now that was a good joke dude yeah sorry get over it no no this actually happened this is uh gordo carnage diamante whatever you want to call him he calls me and he tells me i was like damn i was crushed you know i'm just [ __ ] with you he said he's down to do it yeah um so uh i got to la like the next week and uh mac called me over to his house i went we hung out we had sushi and uh i told my this idea for the video we have like just a ton of puppies and like make it real simple and fun and he was super into it and uh we just we just kicked it off man he was incredible he's one of those people like you know i've gotten to work with a lot of my my idols and people that i've that i looked up uh looked up to growing up and he was the one that was like above and beyond the coolest like everything i imagined him to be more really yeah it's out of everyone he was he was the one that was like this guy's exactly what i wanted him to be damn that's dope yeah yeah it sucks you meet someone you like you like [ __ ] look up to you maybe like oh this guy's a dick that's terrible yeah has that happened yeah yeah yeah yeah i guess we're not named dropping on now yeah well that's happened to you probably too yeah it's happening everyone probably yeah i think everyone when i first met you i was like this guy's probably cool when you're a [ __ ] [ __ ] no surprise you thought i was an [ __ ] no i thought you'd be a nice guy but you weren't oh i'm a super nice guy brad spends times with fans for sure always yeah i mean you showed up lately you're a nice guy right now i can tell you you feel hurt because of those jokes dude it's okay all right whatever bro no it's okay they know they know the truth you're good yeah you're not going no i'm serious i'm going home after this i saw you turn down like two like what like 30 million dollar deals or some [ __ ] like that it was a brand partnership um nah it was uh so in like 2017 like when lyric lemonade was hitting that first stride like all the you know record labels wanted to make lyric lemonade like a joint venture uh label so we'd sign artists you know under them and um i was never really open to the idea of of ever becoming a label or signing artist i just loved being on the creative side of things i'm you know i didn't i just didn't want to be tied to an artist for a certain amount of time and like our relationship is based on you know the success of their music everything's that i just want to be creative and have fun insanely hard to turn down though because you could [ __ ] blow an artist up right yeah exactly must have been but that's never been somewhat tempting at all a lot to your character because i mean like you really cared about what you were doing creatively yeah because you could have taken that mm-hmm you never think it would be cool to like find an underground artist and blow them up or you just don't want i mean i was already i was already i was already doing that and i thought it was so cool that i was doing that with there was no you know financial tie with that right you know like i was doing it because i loved it and i wanted to help people and i wanted to make cool [ __ ] like true that's way harder to me than like getting some 30 million deal and signing all these artists and being attached to them and like you know what i mean like you have to do it yeah that's just the side of the business that i was never into um i appreciate people who are you know i think that there's people who are passionate about that stuff it's just not me what about like the money it never excited me because i knew that the money was gonna come you know what i mean i'd rather the money come way down the road it could be less money it could be more money whatever it be but like for something that i'm into and like i'd rather take the long run that's always been my method and uh that's just where i'm at with things and i knew that since a young age like i i can't let money excite me because if money excites me then i'm gonna you know get off this path i'm on that i'm gonna you know be motivated by the wrong things or you know i just who taught you that i just always just knew it it's just me i don't know i just that's just special yeah so they were both like record label deals um so yeah one of them was a record label deal and then there was another uh there's another it's like i forgot the amount but it was it was it was right up there uh for the uh lemonade for our beverage it just didn't make sense um so yeah it was one was the beverage one was the uh record label but there's a lot of record record label officer came in but that one was the highest one what what's it like being in like the drinks business because i guess we're in a two with happy dad you guys are [ __ ] killing it by the way i guess it's different because alcohol there's so many rules too but what's it like like how did what has that been on like the business side of that the beverage side of things was so so crazy i did it i met with gary vee when i was in new york like four or five years ago uh and he like records everything so like we're talking and like he's recording put on youtube like two days later and we uh i was telling him about this idea i had to to make lemonade you know the name just happened to be lyric lemonade it's always kind of been in the back of my head to create an actual beverage an actual lemonade and um telling him about it and uh he puts this video on youtube and i think like two weeks later i had like about two week i had like a ton of samples of lemonade at my front doorstep like the different uh you know companies sending me different uh formulas and things of that nature and then kind of spent that whole next year uh you know me and my team like learning about the beverage industry and that space and that was a lot of fun because there's so much to it and it's so different than what i'm what i'm currently in but uh i mean you guys know it's just a whole different world it's crazy i guess the hardest part for us is just getting it on the shelves yeah marketing is easy but yeah it's crazy that was a target or somewhere there today i saw another you guys are everywhere beautiful to see hell yeah congratulations do you have anybody you haven't worked with yet that's like you've always wanted to or you're waiting to hit you up uh drake and tyler creator like the two people i haven't worked with that like i really really would like to work with yeah and then jacob's talk talk yeah yeah we've talked about it multiple times he's hit me before he says yo i got the record coming at night it just never came why it never happen um i don't think there's any specific reason i just think like it's just the timing you know drake's a huge timing this guy just yeah he's very strategized it's gonna be the right time when it happens it happens i know it will happen it's just a matter of when and i never try to force it yeah 100 percent the forcing [ __ ] normally just makes it nice yeah it either doesn't happen or it makes [ __ ] weird yeah either or not a good place yeah just be patient yeah damn any hobbies or anything you do in your personal time outside of all this music stuff [ __ ] i don't know someone just asked me that they're like you have hobbies i was like i don't i don't know i'm trying to build more hobbies like hanging out with my friends like watching movies um [Music] that we all do i don't know how do you like stay humble with all this it's not even like something that it's not like an intentional thing like i'm trying to stay humble or anything i think this is this is who i am i think i like what i like and i operate how i operate and i like being around the people i like being around and that's really the extent of it i think there are moments where that are like tempting maybe to do this or do that and i think you'll have those moments where you kind of step outside of your comfort zone and then you'll realize like okay this isn't me and then that that humbles you and brings you back to be grounded and where you need to be i think just being aware is like the biggest thing be aware of every situation you're in so has there ever been a time a period in your life when you're like yo like i might be i'm drifting off in like a place i don't want to be like going yeah i think so i think like you'll find you you have seasons of life where you know you might uh you know you might be going out more you might be doing this or doing that and it's kind of like as long as you realize it and recollect yourself but yeah there's going to be stuff like that that happens all the time i know when you get in the party mode sometimes for us it's either like you're partying a lot or like you're not partying at all you're just like exactly yeah when you get too much into that party phase it gets to be it's a dark hole exactly but it's fun to have fun i think we need to normalize having fun i think a lot of people within the business space um they're like you can't have fun you can't do this and like i think it's it's a balance but i think people enjoy them clowns in here what's up yeah what's good with these two guys what's going on here dude how did you like what's what's up with these two i like what's happening yeah i [ __ ] with clowns um really why i don't know i think i think it's funny because clowns were created to like bring kids like joy and laughter and like be at parties and [ __ ] and like it's over the time it's like become the exact opposite now yeah like terrifying creepy uh creatures i just i think that's hilarious um and i don't know i enjoy clowns i love the colors on them i love i love how i don't know i if you had a project that like didn't do as well as you thought or you weren't happy with 100 what do you do when that happens is the artist upset or like that's a really good question um i think i think an artist yeah i'm sure they're bummed out like i think whenever when anyone does anything like we want to perform well of course of course like that's just the name of the game right but those are good moments when it when when you have something that might not you know become what you expected it to be because it grounds you you know and then and then it also makes you realize two things not everything is going to be like a huge success and then also like let me fall like let me let me not like have expectations let me not uh fall in love with the idea of results you know and i mean just so important i think like we need to have those moments where like we unlearn the idea of everything being super successful like it's good to like have balance it's good to have those moments and we learn so much and those contribute to you know successful projects moving forward that's how you actually get there right it's like yeah if you're always caught up in like needing to be this way and you're chasing this thing sometimes it gets further away from you yeah and it's dope you realize that man it's it's that's probably why you have so much success in what you do because it probably allows you to focus on the moments like getting it done like the smaller portions along the way to the bigger vision yeah cause i know you said you said you were talking earlier about like not getting caught up in that and getting like piece by piece yeah and that's definitely why you have your success it's it's cleared it shows thanks that's really cool though when you have something that streams hundreds of million and then like something doesn't do as well then it's like it gets you back to square one you're like i gotta get motivated again right yeah it just reminds you that not everything is going to be the biggest thing yeah you know i think everyone goes through that we have to realize that there's going to be moments that that are incredibly like successful and whether you know you're measuring that by views or whatever it may be ticket sales anything um those are special you know but they're not it's not always going to be like that and when they do come you appreciate it even more when you've had those those lower moments what was the like a video that you did where you were just surprised that took off like crazy and you were like whoa i did not expect that um i mean just a couple months ago put out the central seat video the dojo video like 40 million views in a month i mean i don't think we expected that that's crazy yeah how about the opposite one that you thought was going to blow and it just tanked we're not tanked but like didn't do as well uh i i can't put my finger on a particular one but i think that's more of like when you're working with uh maybe like a big artist and uh you know it just doesn't perform that well i think that's always sometimes like a little bit surprising because you know it could be a superstar and it just shows you that you know people are getting like what they're gonna like sometimes they don't like [ __ ] so that's part of it what's a dream project that you have anything that you haven't done like outside of music or you want to direct like a short film something crazy um so actually here's the story uh but i want to get into like movies that's like like directing a movie yeah directing movies like feature films that'll be sick and um earlier this year uh i get a meeting i will get a call i go with my manager stats this meeting and it's early in the morning sit down and you know we take meetings like you know i'm used to meetings i'm a little bit tired i don't know exactly which one i'm walking into i don't know you know i wasn't told they're briefed on what i'm walking into and i sit down and just room with people and uh this man looks at me and he's like your life's about to change i was like what what the crazy thing to say and uh and uh he you know the people around him were like you know we've been having our eye on you for like the last year and we want you to direct you know the such and such a really big big big movie like one of the biggest movie franchises of all time we want you to direct this movie and uh there's a 300 million dollar budget movie and um i couldn't even believe what i was hearing you know and i was like my life's it is about to change forever like this is what i've been working for this is the next chapter this is my story and this is how it's getting told and uh i couldn't i really couldn't believe it and uh we're getting into a work we're conceptualizing ideas you know we're really getting into it talk about all sorts of stuff character development color palettes everything and uh you know we go through this for a month maybe two months and you know really anticipating everything and then i get a call uh one of the heads at this you know very large studio house was replaced by someone else and then the new the new people came in and essentially said it's too big of a budget uh for a first time uh director you know and uh i so it was like feeling like the craziest moment of my life about to happen and then feeling it like fall right to my fingertips in the same week um my my brother passes away in a fire like it was like the craziest like like time period and then like i went through like this this this stretch of depression and then i pulled myself out of it it was like a low point i pulled myself out of it and now i look at that you know that little moment of life is like one of the most life-changing impactful moments um of my story but but yet to answer your question um yeah i want to get in the movies and like i've had there's been some opportunities that have been getting brought to me and i'm just kind of feeling it all out and see seeing what makes the most sense [ __ ] his question i want to talk about this time in your life that was really like tough was that how long ago was this this is march april yeah this year so what what yes recent like what did you learn most like glaringly through it like what did you think you learned about yourself the most um i think you know well there's there's a few things right the the brother passing and this movie opportunity two different things the brother thing i'd say i didn't know how to process that moment and that was really difficult for me i've had a lot of loss in my life and that one was one that was really difficult for me to process and i think finally getting to a moment where i did process it was very healthy for me to like accept and understand loss in any area and aspect of my life and then with the movie um when i pull myself out of it and how i look at it now it's like it made me so confident you know there's two ways i could have taken it i could have gotten super discouraged and felt like i wasn't wasn't worthy you know or valuable or ready to do something like this but i took it as this is one of the biggest studio houses one of the biggest movie franchises of all time and they took their time to think that i could be the one to direct this and that gave me the confidence i've always been so hesitant of how i take this next step in my career because it's it's a big step and it's it's intimidating and it i think it gave me the confidence to do it and start exploring it more so i'd say that's what i learned do you believe like everything happens for a reason though i do i do i do i don't think anything is a coincidence like that opportunity just wasn't meant to be is that how you look at it yeah absolutely and it was a beautiful opportunity and i i i literally i told him i said there's no one better to direct this film than me and i know that and i and to this day i know that but there's also a lot going on in my life in other areas i'm building a whole company still and there's there's a lot of things i'd have to put on autopilot to get myself in mode for that which i was getting ready to do but it just wasn't the right time you just weren't ready for it just like the world just you know yeah it just wasn't right probably in a few years you'll look back like [ __ ] you know what if i did do that yeah it might have not been right time i'm sure i'm sure when i look at you know 10 years from now or 20 years from now when i'm kind of looking back at my timeline of things i'll think what what would life been like if i did do that movie at that point in my life i think that's happened to me too like sometimes you look back at like in the moment you're like [ __ ] i can't believe this happened and then you look back like three years like in the future you look back you're like holy [ __ ] if i did that it would have been [ __ ] garbage thank god i didn't do that right you you seem to be like super like introspective like looking inward when did you start to develop that in your life like was it do you think it's because you're so creative that you think about yourself and i think honestly i don't i i don't know if i was like that when i was like younger i'd have to ask my mom or maybe some like childhood friends i don't think i was like that when i was younger i think when i went away to college for the first time you ever have like like i'm one of those people where like i always miss like what just happened like a chapter before me like i'm like i'm not great with change so that's how it was when i was younger at least like when i got to college i like missed all my high school friends so much and like you know i i missed like being home with my family and all these things and i remember going through this phase where i was like i just need to like work incredibly hard and become so busy that i can't feel any emotion and like i relate to that yeah that's my whole life yeah i think when i tapped into that i don't know i think there's i don't know how it's too tied together but there's like an introspective element that came with it yeah i think i think that would be it do you think you have a hard time sometimes balancing like the rest of your life like personal relationships and yeah of course it's all um yes i but but i make a very strong effort to uh you know maintain you know the friendships important relationships in my life my family and people that i love so yeah it's a priority of mine have you gotten do you think you you had to get better with that over time yeah because you were on this ever you know this never-ending battle of learning how to find balance but we're getting better with the day by day right so yeah shit's consuming man yeah that's the hardest thing right it's like just never enough thing too it's crazy interesting it's crazy that's probably something we all struggle with how old are you 26 okay sharp english sharp guy goddamn what about doing like a like a documentary type thing like did you watch the little babies thing mm-hmm you watched little i've been meaning to watch the little baby [ __ ] uh i uh i think documentaries are great and i think documentaries are only gonna get more popular i i currently i think i'm going through a little phase where i enjoy documentaries more than movies right now i gotta tell you it's nothing like a good doc knight no yeah you learned some [ __ ] it seems like almost every rapper i asked a really good question if we could go back to that oh yeah no go for it uh i run that i'm not re-reacting it this is the first of the whole bunch okay that's for the blackjack joke please run it yeah let's hear it we're gonna cut this but i'm just gonna tell you that was the dumbest thing i've ever said i was like we're not cutting we're not cutting yes i never asked to cut [ __ ] bro you're not cutting no that was a golden moment yeah just like you said you got to go through wait wait wait wait wait wait wait wait wait i said what's your vision does it stay in or is it i think it yeah is it's i don't even bro that i don't even know why if that doesn't stand cole wants to scrap the whole podcast i was just thinking about losses and i i gamble and i was just like what the [ __ ] but 9k just sounded like a number that you'd lose on blackjack yeah well i did so i think the division is i was just saying it seems like every rapper now like even i'll see in stories like if you saw a little baby gifted hardened 250k all these rappers just have vlog cameras so it seems like everyone wants to have that documentary bro it's crazy i think it's very important um when i went to diddy uh invited me over for dinner a couple months ago oh [ __ ] yeah i saw that and uh yeah it was really really cool um how did you see that i saw him in his head i posted a photo oh [ __ ] but uh he he told me he gave me a piece of advice he said because everything was recorded there's camera at all times and uh he told me he's like i've been documenting everything in my life since 1992 or whatever it was he's like i have i have footage of everything and he's like make sure that you bring a camera everywhere it's important to document your life and to be able to look back on these moments and maybe be able to one day share these moments with other people and they can draw inspiration from it or whatever it may be and yeah do you have like a behind the scenes from any of like previous videos you've done or yeah i just started doing behind the scenes on all of my videos like two years ago but like there's there's bts footage like randomly of videos in the past i think there's actually a little bit of footage from the lucid dreams behind the scenes i need to what's the truth yeah yourself would be crazy bro what's the best like music doc of all time you think i don't know there's so many good ones in different have you guys watched the woodstock 99 documentary on yeah everybody netflix [ __ ] i haven't ever say never by bieber like being straight up like it's actually fire i i think i did watch that actually i think that's my time i'm not speaking i like it no one's saying anything no i haven't seen it hopefully i'm not going to watch that yes watch it i'm gonna miss that one all right it's fire have you ever watched like a music video or anything and been like okay that was cool but i would have done this differently or anything yeah i think i think our eyes always operate that way i'm sure you guys probably watched like podcasts or you watch you know a workout video or you know whatever it may be and you're like that dude's doing this wrong or you know this is incorrect or for sure i could do this all the time yeah or sometimes like it's done really well he's killing it you know yeah yeah it's very accurate yeah damn you nailed that one yeah do you take the the full send uh protein supplements i do know what he takes we don't offer actually i do not yeah yeah fire back at you [Laughter] what i think is what we don't nothing i didn't say [ __ ] yeah okay yeah [Laughter] so you guys are hitting the weekend tonight did you go last night no i didn't go last night i'm gonna go tonight though how how cr like are you just plugged up like any show you want to go to your backstage like you just hit somebody up and then you're there um i'm i mean you have to if that's like where i want to be then yeah but do you like do you like going to shows and like seeing these guys perform live i really enjoy it like someone like the weekend you get to like admire like you know superstars at work you know like that's like a you know you only get those type of artists once every few you know it's a generational artist so two [ __ ] sold-out shows everything's sold out what's the capacity of where we just did nab earlier today so he was talking about the weekend too bro oh yeah he sells out everything huh he sells out everything it's insane he's one of the guys he's one of he's one of those have you ever worked with any of these guys like when they were earlier on and you just saw the the money catch up to them and they just weren't the same person um yeah yeah absolutely absolutely you want to you want to name drop no but i'm just amazing no i'm just asking like does that does that kind of bother you when you're like bro like no i don't think it bothers me i think everyone you know we have to understand that like everyone grew up differently you know what i mean everyone has different perspectives on life and i try to like always like understand that in every moment that i'm in so when i see someone act a certain way like that's that's what they're doing and there's probably a reason for for why they're acting like that or maybe you know success came at the wrong point in their life or whatever they're just not mentally grounded enough to handle that moment or whatever it may be and i just try to be open-minded about all those things so you gotta let people do what they do and i never offer advice unless it's asked like for so i don't know i i think it's it's interesting to see how people handle success yeah for sure smart [ __ ] right here yeah it's appreciated that's what i would say straight up that's why i wanted to do this one damn bro i'm impressed that's like i'm so curious where does it just comes from your experiences life experience i mean you dealt with a lot of loss you said what did you lose uh well i lost my my i grew up without dad my dad committed suicide when i was two so i was raised by my mom and uh my two sisters um my mom obviously worked a lot and my sister's very incredible my mom is like a one-on-one lady i could talk about her all day we could have spent this whole podcast talking about my mom who would have like had stuff to talk about i lost my father when uh when i was six he hung himself and my dad hung himself too whoa yeah yeah that hit me yeah so i think that and then you know the juice thing was you know a big loss in my life mac impacted me uh you know and then my brother so i'd say those things for sure but i i would give credit to my mom i don't know like i don't know i contract my mom for the compliments that you're throwing at me i appreciate them but i'm sure she would too yeah man it's crazy fun you figured it out i'm impressed thank you sir i'm really impressed you ever think the rap scene is going to change because like all these young dudes like there's a lot of young guys that are passing away young right and it's like it's happening a lot yeah i think that's ever going to change where people are like [ __ ] man we can't be taking all this [ __ ] and doing things a certain way it's a really good question um i hope so um i hope so i i think it there's you know drug usage and always saying they're very normalized in music and and especially in rap music and uh yeah i don't know if i have the proper answer for that i don't know what's gonna happen but i hope that it gets better yeah it seems like it's hard to be that guy that's like yo you gotta you gotta chill out to tell somebody that yeah i think it's all about how you bring it to someone i think a lot of people are like get defensive you know sure and i've learned that like people who are addicted to to substances like if they want to change then yeah it's like then no one could tell them so i think like leading them to the water is always great but being very um not being too forceful with anything because then you just there's you guys are gonna separate you know sure you guys push each other away so i think helping someone recover or like you know break through addictions just being there for them and like you know spending good time with them and being like uh a positive force in their life and then that can maybe inspire them but if they they have to make change themselves i'm sorry i want to go back to this dad thing i'm so interested in this um why did you do you know why your dad took his life uh so he there's a couple attempts um prior to to when he actually did it and um i think my theory that i've come up with for it that brings me peace is uh the idea of he know he knew how incredible my mother was and i think that maybe um he had some of his own issues of uh you know like he i don't know that he he he he was like uncomfortable he's very um i don't know if insecure is a proper word but he like the way my mom tells it at least is like he didn't really um want her to do many things and like he kind of wants like be the man of the house and like try to provide even though like he wasn't really bringing in much money we were pretty poor but he didn't he also didn't want my mom to work because it was like this weird i don't know uh what the proper word would be but i think power struggle yeah it was like a power struggle i guess and uh i think he saw the potential in what my mom could be and how she could raise you know all the children and and uh i think it was like a sacrifice that he made that he that he knew he had to make that would you know take our family in the best direction possible um i just feel like he knew he couldn't be the provider that that he should be where did it when when you first uh were confronted with that do you do you remember obviously you're very very young but your first i guess realization of your father is gone you know how old were you um probably like five i i remember like all my friends obviously like have you know two parents and their dad at least or whatever it may be and uh i remember um like they played catch and like you know their dads were football coaches and things like that i played football my whole life like sports and stuff so i remember just not having that and that was like always uh you know that was something that i always noticed you know and that was when i but my mom would play catch me in the front yard like she tried to play both roles so she did a really good job of that but yeah i'd say like you know dad's just doing dad's that that stuff with their kids and those being my friends and like seeing that no noticing like i didn't have that you know yeah sorry yeah i'm not trying to make it all sad [ __ ] no you're good it's i just don't talk about it often so it's it's it's enjoyable when i did it did it like did it do you think it changed you do you think it made you think or look at like life differently because i know it changed me man for sure no i think 100 it changed me because it put me into a different role within my family you know i felt like i was like i had you know i was on a mission in charge to you know lead and and take care of these these amazing women in my life and you know be the man of the house kind of thing that's probably why you you've you're at the in the position you're at now at such a young age right i mean even being in those like circumstances where you talk about like with m and dre and all these this amazing place that you've come to at 26 years old it's like so [ __ ] impressive man like it's it's incredible to sit back and feel like what you've accomplished like holy [ __ ] like you're not like 40 or not you know what i'm saying you're not you're you're so young doing this um yeah no it's it's crazy i think sometimes maybe it's it's it's always moving so you never like never stop and like i think it's important you stop and like like take account and take inventory of things you're thankful for and then you just keep on moving but man i feel like i'm living in a dream every day like i'm very very thankful i'm very happy like i'm having so much fun like yeah i'm in the best state of mind i think i've ever been in right now um and i think a big part of that is just remembering every day to be like very very thankful and like understand that like this is a very special and unique life and you know i get the opportunity to you know tell my story and and there's people that trust me to tell theirs too so i think that's key that you just have it seems like you have so much more that you want to achieve too i feel like that's such a key thing is to like you're not like comfortable with where you are like you still have like the movies the docs like probably so much other [ __ ] that you're like the theme park like so do you feel like you're not even like like people will say like yo like how do you feel but you're like yo i'm not done yeah type [ __ ] right well i think we should never get comfortable i think as soon as you start to get comfortable goes back to what we're saying about people who you know kind of mismanage their success it's like i think it's the best way to put it would be like they get comfortable and i think if you can never get comfortable and you can always continue to have ideas and aspirations and ambitions then you know then you'll always be disruptive actually good so wait a good way to simplify it right yeah i mean it's also how you learn the most right because you're gonna if you're if you're continuing to try to move forward and you're going to [ __ ] things up and something's going to work something's going to stick and it's just like that's how you become the best version of yourself and also the best version of like whatever you're trying to actually accomplish exactly right because you [ __ ] it up and you'll learn from it exactly and like to go back to kind of what you're just saying too like with what you guys got going on like i look at i look at it and it's just like it blows my mind um because like i watched you guys doing the pranks and stuff with you and like the the uh the college rooms and and [ __ ] around with people and and going to the grocery store and stuff and seeing what you guys have built it into is like really really cool and i think it's it's the same mindset of like never getting comfortable it's like knowing that there's things in completely different industries that we can you know we can disrupt and we can have fun there's so many areas to have fun and we just can't limit ourselves or box ourselves and like you guys there's a [ __ ] seltzer like this yeah you guys are pretty similar kind of like come up stories like yeah i think believing in yourself that's something i noticed too like you just say yo i'm going to go with my gut and that's what it takes when you get to that point self integrity because people can always tell you what to do or give you opinions but at the end of the day if you trust yourself and that's where you've gone yeah because people always think they're like yo this is it like but it's kind of like yo like there's so much more to do like yeah you know and that's what makes it so exciting time and yeah it's so exciting if you get comfortable you're just like that's it that's when you start doing [ __ ] you're not supposed to be doing you're like you've achieved everything you want to achieve and then it's like you go down a bad path mm-hmm that was amazing man yeah you want any more jokes uh more fun i'm tapped crazy stories you want to give us a night out or something i got a lot of crazy stories yeah what's like the you got to have some [ __ ] where you were just like woke up the next morning like what's like a crazy like you've been you must been to some crazy parties in la right yeah i've seen a lot of stuff what's like the same ones is there any crazy party la story you could tell us that won't get you into trouble it won't get me into trouble i don't know i feel like they all get you into trouble yeah i don't know if i can go don't say that yeah i definitely don't get invited the same ones you're going to but yeah they're probably pretty crazy they're pretty crazy so like we can all roll together tonight if you guys want us for this is are we good yeah i think so i was awesome that was that was all great bro you're a legend thank you you guys are legends this is one of our most uh fire episodes let us know what you guys think in the comments i really enjoyed that for real deep one it's good to have brad too on these ones uh shout out to cole man you're on the weekend tonight yes sir we're all oh yeah it's gonna be lit it'll be super late oh i can't go oh yeah bro we appreciate it appreciate it shout out to cool all right man thank you yes yeah that was fun that was one of our best ones in a while thank you guys i was trying to understand like oh it's like i was thinking maybe it was a joke that i did no no no no yo i've lost 9k and the blackjack table that's what i meant to say like something like that there's just no logic to it no there's not yeah i don't usually do that but i'm sorry when you're on set do you ever like have like a brain fart you're like what the [ __ ] i'm not i'm not like i don't think what you said was wrong you know it's funny there's a tension here though you could hit me in him yeah it's attention i mean he shows up late too let's get back his attention shut up late to the interview you were texting me like yo bro like i'm the guy show me the text okay so many texts don't exist you [ __ ] yeah thank you guys we got some big guests in the pipe i told you one of them dude that's massive that'd be big i mean what if what a job to be able to sit down with people like that yes that was great i enjoyed the [ __ ] out of it that was one of my favorite ones make sure you guys subscribe subscribe to the full sim podcast let's get this [ __ ] to two mil and uh get ready for another episode [Music] you

Channel: FULL SEND PODCAST

Views: 1,644,674

Keywords: the full send podcast, full send, fullsend, podcast, kyle, kyle forgeard, bob, bob menery, kyle & bob, nelk, nelkboys, nelk boys, nelk boys podcast, stevewilldoit, new podcast, Cole Bennett on Fighting with Kanye West and Untold Juice Wrld Stories, cole bennett, cole bennett interview, cole bennett podcast, lyrical lemonade, cole bennett shot on iphone, cole bennett yeat, cole bennett frestyle, cole bennett iphone, cole benet, cole bennet

Id: 8XFeVlVvMpk

Length: 80min 40sec (4840 seconds)

Published: Fri Sep 16 2022