Ad of the Day: Lil Nas X offers financial compensation to haters in Montero billboards

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Are you single, lonely and miserable? You may be entitled to compensation and Lil Nas X is here to help – according to several parody billboards spotted in LA yesterday. The chart-topper and king of the internet has used a mixture of traditional out-of-home (OOH) advertising methods mixed with his typical on-the-pulse social media tactics to promote his highly-anticipated debut album Montero.

The four billboards posted on Lil Nas X’s Twitter account yesterday saw the rapper take on the role of a cheesy lawyer and directed viewers to welcometomontero.com – the pre-sale site for the star’s album.

‘Do you hate Lil Nas X?’ one ad read, next to a photo of the internet sensation dressed as his lawyer persona.

Lil Nas X is no stranger to using unconventional tactics to promote his music. Earlier this year the gen Z icon teased his single Industry Baby by mocking Nike in a spoof court montage after the sportswear brand sued him over the now infamous Satan Shoes, which contained a drop of real blood. The blood marketing tactic then led the way on an unlikely bond with pro skateboarder Tony Hawk.

The latest marketing stunt comes after a string of similar tactics in recent weeks, from the Industry Baby singer announcing his ‘pregnancy’ on social media with a series of now-viral photos, to registering for ‘gifts’ for his new baby, to even creating his very own fake daytime talk show.

Montero features musical collaborations with many high-profile artists, including Elton John, who last week teamed up with the rapper again in a glamorous new campaign for Uber Eats.


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