We gotta admit something. The underground talent isn't the same and that was its bread n butter. We had legit legends come thru like Juice and now we just have regular underground artists. Some may be talented and go mainstream like Yeat but Yeat isn't Juice WRLD. We got spoiled by the 2016 era and we still can't really see it. I love cole and his craft either way though fr
I would bet Cole is probably making more money than ever despite not being as culturally relevant in hiphop. It's also not surprising he eventually wanted to start working with mostly mainstream artist once he got to a certain success level.
Lyrical Lemonade is legendary and doing a lot of what they need to be doing imo. The festivals + brand collabs is good business tbh. The only area in which I think the brand can improve is getting onto underground artists a little earlier. Videos with guys like Nettspend, Che, and others seemed like they caught the wave a little late. I think if they jumped on like Swapa or Benji Blue Bills at times like these and did videos with them before they're UP UP, they can re-claim more of the 'curation' aspect of things, but tbh they're running the brand to 99% perfection IMO
I honestly think there's really not good music that's getting released recently. And lyrical lemonade going mainstream could be the main cause of the viewership declined. Since it started as like a underground typa thing
Lyrical Lemonade was so good around 2017 that I was often listening to the new music there on repeat and I was a good 5-6 years older than most of the artists there, meaning that most of my peers were not seeing what I was finding in LL. This plus a banger after banger of a song and it was just an insanely fresh channel back then.
I think Cole Bennett is just tryna experiment atm , he’s been in the game for soo long and he probably isn’t the one that controlling the platform rather having people manage his platform as he focuses on bigger things
So true! Btw, I really dig your back to school and Christmas haul videos! Please make more videos bro! I subscribed! I like your brown supreme bogo shirt! So fire! 🔥
The best videos they made when everything music was built around fun, now every artist is tryna be mysterious, they all have this god complex so they’d want guarantees before they even film anything, the young potential back in the day would work with anyone and the idea that dropping less added to ur aura wasn’t a thing. That on top of the underground talent just not being as good as back then it’s just not the same.
It's so funny. I was just watching a video about tecca this morning. And I wondered "what happened to lyrical lemonade" I think my phone read my mind and now I'm here
I remember 1st watching Cole’s vids for Famous Dex after I graduated high school. We was pourin up lean geekin to How Could You Do It Like that and Hitem Wit It. Shit felt mad organic back then. Fast forward to now it feels like he just another industry plant gateway platform. It’s like Worldstar part 2.
Other major point omitted : RUclips views are down a lot on the video front. People watch short format on tiktok and even Spotify offers music videos now.
To be honest LL really serves to elevate songs that are already hits. Think Lucid Dreams, AGATS, Ransom, Bandit, Shotta Flow etc. Those songs by themselves are all hits, that became even bigger when Cole attached iconic vids to them. Nowadays there haven’t really been any hit songs that could really be heavily elevated by a LL video. Cole’s quality has only increased these few years, but artists these days haven’t really brought him any big hit worthy songs
You're 100% right dude ì agree the music now is crap nothing new, popping, like when we had Xxxtentacion or Juice, we need something new that's different.
Still Would be pretty cool to end up on lyrical lemonade I'm ngl, I might not be an insanely known artist but hey it would still be fun And in reality cole really helped bring more exposure to a lot of artists
I think part of it is that music has changed so much. The soundcloud era was something that made Cole blow up and the way things gained traction is just so different now that we are all glued to short form content like tiktok. Cole should start working with new or unpopular artists to give them a platform they otherwise might not have, that might help bring back that old lyrical lemonade feel.
is this not what people was saying about the music in 2017? ur official one of the “old lame” people that used to hate on ur favorite music in 2017. you dont have to like it but dont be part of the cycle of “my generation is better” just listen to the music unc and let us listen to the new shit
Cole is just as important as the music. That golden age of these classic songs coming out with his videos was an iconic and amazing time to be a music fan. Whatever he does next.. he’s left his mark 🔥
I wish there was a way for me to get featured on something like this (Tho I don't do rap/hiphop) So people could hear my music Tho another great video, thxxx
I remember when stiches posted the music video for his song Pain, filmed and direcrted by cole benett onhis own channel instead of lyrical lemonade because he thought he was bigger than him at the time. short sighted, but thats how wild the 2016's were.
6:49 That’s because a lot of talented artist are in or have been in a position where if they can’t blow up off of their talents alone, they’ll give up trying to make it. Or they simply will just never be heard by their core audience due to the industry being overly saturated, the shady use of algorithms through platforms like this, the preconceived image of an artist being successful is now valued more by the masses than the artist’s actual capability to make good music, life situations, etc.
The problem is that people dont want to find the next big thing, they want someone like Cole Bennet to tell them who the next big thing is, this entire comment section has probably come across artists who will be famous within 2 years and never took the second to show people or really check out a discography because there attention has already been captured by another force fed overstimulating clip of brainrot content.
5:54 the last time they fully put someone on was definitely Central Cee, but even after that they highly elevated careers like Lil Yachty, BLP Kosher, Babytron, Teezo, Ian, VonOff1700 and Nettspend. Its just that none of these guys become huge breakouts cause theyre not as unique as people like Juice were back then, aswell as the amount of artists and music that exists nowadays plays a big part in that.
Love Cole but I will always have less respect for anyone who works with BLP kosher. Suddenly it's cool for privileged Jewish white boys to be culture vultures and pretend to be rappers. Fucking disgusting. And I thought Cole was one of the few decent white people.
IMO its not that LL is falling off but rather hip hop is. The underground has been garbage the past 3-4 years. There are no new artists to put on that are worth a damn.
He made that album and I think that was his goal. He accomplished what he wanted, worked with who he wanted and the whole time he was his own boss. That’s a W career and retirement.
6:40 ngl bro it wasn't about finding ppeople with smash hits. it was about giving a platform for some underrated artists so the public can find them and hear their music. None of the artists from 2015-2018 that we seen on Lyrical Lemonade was known. Even Eminem and Wiz Khalifa was just a feature to these artists. The issue is Cole isn't giving the locals and underground mfkrs a platform anymore. which is sad, bcuz it truly changed everything
I personally wanna applaud Cole for successfully doing all this since the age of 17. I had no clue he was that old. My only issue with Lyrical Lemonade is that some of the artists weren't "Lyrical" or "Talented". It kinda created this gate way that you don't have to know how to rap to make it 💯. On the flipside there were some great music videos created from the channel That's just me
7:36 I get this, I really do. But at the same time.. isn’t that the point? No one creates a business hoping it stays small and underground. Can’t say I blame Cole
i wish my mom's had the money to help me produce music videos as a high schooler. the majority of ppl that make it big have a rich ass parent not too far away.
had a lot of respect for cole bennett until i went to summer smash (lyrical lemonade festival) in 2021. don’t get me wrong the first night was great. there was a misunderstanding with the vip bracelet so we were allowed access to the backstage bar. free drinks, free snacks, air conditioned bathrooms, it was amazing. the next day we were booted out of the backstage bar shortly after showing up. but it was okay, i knew we weren’t supposed to be there. however, once we got to the VIP section I paid an extra $300 for (on top of the base $400 ticket) we came to realize how shitty the festival was. a shitty gated off section with an “exclusive” VIP bar (just a bar that serves miller lite and seltzers, like every other bar on the grounds) the bathrooms were not air conditioned as advertised, and it was all around a bad vibe. there was a ton of furniture in the VIP section we sat at. then security told us we had to move because the furniture was for bottle service only. then the staff had the audacity to ask us if we could move the furniture to the other end of the VIP section. wtf?! a part that was very memorable of the festival was getting rained out on the second day, me and my buddies hopped a fence next to a mini golf course to get out of the rain and smoked a J with a couple strangers, great experience. also a dispensary was selling weed on festival grounds, the weed was purely CBD. didn’t even get you high. WEED IS LEGAL IN ILLINOIS!! that was probably the shittiest part of the trip. I did get a $300 refund bc I complained about the VIP experience so only paying 400 for that kind of festival wasn’t bad. but i did watch a mob of people rush the miller lite bar and beat up the bartender. and the “VIP” viewing areas in front of the stages was full of blue GA bracelets all 3 days, security never did a thing about it. me and my buddies called it the “sea of blue” lol. it was just a poorly put together festival and a major let down to what they advertised. I’ve heard the venue has changed, and the festival has overall improved. but i ain’t ever going back.
It was inevitable. Look at what became of World Star Hip-hop. Their founder died, then everything slowly declined. As for Cole, maybe he's finally getting tired of doing the same type of thing over and over. It was only a matter of time before the views started to decline. Still love Bennett's work tho.
One day we might see “What Happened To MattyBallz?” 😢
Was just thinking this 😂
Don’t you say that 😭😭
Oof
Mattyz balls
Damn...
We gotta admit something. The underground talent isn't the same and that was its bread n butter. We had legit legends come thru like Juice and now we just have regular underground artists. Some may be talented and go mainstream like Yeat but Yeat isn't Juice WRLD. We got spoiled by the 2016 era and we still can't really see it. I love cole and his craft either way though fr
Nah you just grew up and the new generation is tired of his same old editing
yes
I don’t think that’s the case. I think the trend in music changed.
Juice world is mid
You're not onto something
I drank it. That’s what happened
funniest comment in 2025
this got me gigglin
ayøøø⏸🤨
hilarious.
HAHAHAHAHAHAHAHAHHAHHAHAHHAHHAAHAHHAHAHAHHAHBAHAHHAHHHAHAHAHHAHHAHAHHAHHAHHAHHHAHAHHAHHAHHAHHAHAHHAHHAHHAHHHAHHAHHAHHAHAHAHAHHAHHAHAHHHAHHAHHAHHAHHHAHAHHAHHHHAHHAHHAHHAHHAHAHHAHHAHAHHHAHHAHAHHAHHAHAAHHAHAHHAAA
I would bet Cole is probably making more money than ever despite not being as culturally relevant in hiphop. It's also not surprising he eventually wanted to start working with mostly mainstream artist once he got to a certain success level.
I would too, isn't that where the money is?
He definitelt has some crazy experiences that led him here. Mind you again he was working with Chicago artists first so yeah 😂 😊
Lyrical Lemonade is legendary and doing a lot of what they need to be doing imo. The festivals + brand collabs is good business tbh. The only area in which I think the brand can improve is getting onto underground artists a little earlier. Videos with guys like Nettspend, Che, and others seemed like they caught the wave a little late. I think if they jumped on like Swapa or Benji Blue Bills at times like these and did videos with them before they're UP UP, they can re-claim more of the 'curation' aspect of things, but tbh they're running the brand to 99% perfection IMO
agreed
U are so right
I honestly think there's really not good music that's getting released recently. And lyrical lemonade going mainstream could be the main cause of the viewership declined. Since it started as like a underground typa thing
there isn't good music being released recently, are you sure about that?? lollllol dig deeper brother, wont have to go far
@jn2787 im talking about lyrical lemonade not music as a whole
Lyrical Lemonade was so good around 2017 that I was often listening to the new music there on repeat and I was a good 5-6 years older than most of the artists there, meaning that most of my peers were not seeing what I was finding in LL. This plus a banger after banger of a song and it was just an insanely fresh channel back then.
One of my favorite RUclipsrs for a couple years now, good shit man💯
I think Cole Bennett is just tryna experiment atm , he’s been in the game for soo long and he probably isn’t the one that controlling the platform rather having people manage his platform as he focuses on bigger things
It'll be back poppin again. Just gotta get the right artist.
So true! Btw, I really dig your back to school and Christmas haul videos! Please make more videos bro! I subscribed! I like your brown supreme bogo shirt! So fire! 🔥
@@59fiftycapyou a whole groupie🤦🏽♂️
@@VincentGonzalez-k2j you must be fun at parties
hell yeah new ballz video
My boy got almost 400K 💪🏻 I seen you come up brother proud of you
Matty blowing up 💪 i been here since like 10-20K
@ same
Love your videos! I’m glad you covered this topic, because this speaks to how a lot of people have been feeling about Lyrical Lemonade for awhile now!
Cole will always be a legend in the Music Video world.
been a min matt how u heen
yooooo
@@mattyballz thats not a answer matt
@@sbamy-s5ean
@@sbamy-s5e yo
@@mattyballz you use minoxidil?
Yay Mr Ballz uploaded another banger as always
Always a good day when Mr. Ballz uploads
The best videos they made when everything music was built around fun, now every artist is tryna be mysterious, they all have this god complex so they’d want guarantees before they even film anything, the young potential back in the day would work with anyone and the idea that dropping less added to ur aura wasn’t a thing. That on top of the underground talent just not being as good as back then it’s just not the same.
It's so funny. I was just watching a video about tecca this morning. And I wondered "what happened to lyrical lemonade" I think my phone read my mind and now I'm here
love the new background!
Love your videos Matt!!
Thank you for keeping your promise from a previous video!
who up touchin they matty ballz
I hope he doesn't quit now he be making some the dopest music videos for rappers ever
No $snot reference is criminal. Had a couple bangers with Lyrical Lemonade
Fr. He had what 3 back to back vids or something? Basically had the Juice WRLD treatment. Definitely notable.
Tell em being one🔥🔥
@ tell em what’s up?!?!
Tell cole i need a music video film 😂 imagine classic commentary
hello matthew ballz
0:14 they fell off
big time no one cares about his videos anymore
Matty back with that 🔥🔥🔥🔥 content!
putting artist on the map is harder due to tiktok
Big fan!
I disagree. Lyrical Lemonade is still going strong
It’s really not bro
@@fourthevill4in393?
Maybe on mars bro it’s 2025
Ayy been waiting for this!!! Hopefully you don’t get flamed like how you thought lol 😂😂😂
I remember 1st watching Cole’s vids for Famous Dex after I graduated high school. We was pourin up lean geekin to How Could You Do It Like that and Hitem Wit It. Shit felt mad organic back then. Fast forward to now it feels like he just another industry plant gateway platform. It’s like Worldstar part 2.
Fr watching famous dex on LL and playing cs go surf was my routine lmao
Keep up the amazing videos.
Other major point omitted : RUclips views are down a lot on the video front. People watch short format on tiktok and even Spotify offers music videos now.
To be honest LL really serves to elevate songs that are already hits. Think Lucid Dreams, AGATS, Ransom, Bandit, Shotta Flow etc. Those songs by themselves are all hits, that became even bigger when Cole attached iconic vids to them. Nowadays there haven’t really been any hit songs that could really be heavily elevated by a LL video. Cole’s quality has only increased these few years, but artists these days haven’t really brought him any big hit worthy songs
Exactly, LL is doing perfectly fine money/business wise but they can't Have banger video's if there's no banger songs to put behind it
You're 100% right dude ì agree the music now is crap nothing new, popping, like when we had Xxxtentacion or Juice, we need something new that's different.
Yall all 15 yrs old
@@nah4215 2002 gang (23)
Still Would be pretty cool to end up on lyrical lemonade I'm ngl, I might not be an insanely known artist but hey it would still be fun
And in reality cole really helped bring more exposure to a lot of artists
yay new mattyballs!
I think part of it is that music has changed so much. The soundcloud era was something that made Cole blow up and the way things gained traction is just so different now that we are all glued to short form content like tiktok. Cole should start working with new or unpopular artists to give them a platform they otherwise might not have, that might help bring back that old lyrical lemonade feel.
Yup. Im an unc now. Netspend and em is the same thing as the old 2017 stuff with extra steps. I want actually fire. Like poorstacy or xobaby
is this not what people was saying about the music in 2017? ur official one of the “old lame” people that used to hate on ur favorite music in 2017. you dont have to like it but dont be part of the cycle of “my generation is better” just listen to the music unc and let us listen to the new shit
Just realized I hadn't subscribed until today, despite getting your vids suggested, mb💀
It’s been a while since I’ve watched your videos and damn you seem so much more comfortable in front of the camera. Hoping get to that point too
Bro I found a Lyrical Lemonade blunt cones at the smoke shop last week! They were 🔥!
Cole is just as important as the music. That golden age of these classic songs coming out with his videos was an iconic and amazing time to be a music fan. Whatever he does next.. he’s left his mark 🔥
Nice a solid matt video . Man some of these channels like twisted world be so inaccurate unlike you .
Juice & cole were the best 🔥🔥🔥
It's weird to see one of his videos hit 1 billion views and a few come close to that, but now some of them barely hit 1 million views
4:38 lil skies is how I discovered lyrical lemonade!! the ‘I’ music video and song I played constantly
Crazy my homie went to high school with Cole he said he was a humble chill ass dude
I wish there was a way for me to get featured on something like this (Tho I don't do rap/hiphop) So people could hear my music
Tho another great video, thxxx
lyrical lemonade like it or not, was always for some reason favoriting juice wrld. as soon as he died, so did they.
Nettspend is such a boring artist it’s enough to make me tune out of LL completely just seeing his videos
I remember when stiches posted the music video for his song Pain, filmed and direcrted by cole benett onhis own channel instead of lyrical lemonade because he thought he was bigger than him at the time. short sighted, but thats how wild the 2016's were.
6:49 That’s because a lot of talented artist are in or have been in a position where if they can’t blow up off of their talents alone, they’ll give up trying to make it. Or they simply will just never be heard by their core audience due to the industry being overly saturated, the shady use of algorithms through platforms like this, the preconceived image of an artist being successful is now valued more by the masses than the artist’s actual capability to make good music, life situations, etc.
Matt we love your videos
The problem is that people dont want to find the next big thing, they want someone like Cole Bennet to tell them who the next big thing is, this entire comment section has probably come across artists who will be famous within 2 years and never took the second to show people or really check out a discography because there attention has already been captured by another force fed overstimulating clip of brainrot content.
We need a what happened to No Jumper next.
the backbone of it all- the music doesnt have the same talent and soul behind it, plain and simple
5:54 the last time they fully put someone on was definitely Central Cee, but even after that they highly elevated careers like Lil Yachty, BLP Kosher, Babytron, Teezo, Ian, VonOff1700 and Nettspend. Its just that none of these guys become huge breakouts cause theyre not as unique as people like Juice were back then, aswell as the amount of artists and music that exists nowadays plays a big part in that.
Love Cole but I will always have less respect for anyone who works with BLP kosher. Suddenly it's cool for privileged Jewish white boys to be culture vultures and pretend to be rappers. Fucking disgusting. And I thought Cole was one of the few decent white people.
Ballz🥶
great video... lyrical lemonade aint really pulling that many superstars anymore
Hi matt
IMO its not that LL is falling off but rather hip hop is. The underground has been garbage the past 3-4 years. There are no new artists to put on that are worth a damn.
I did see Jack Harkow in the song he did with Audrey Nuna before Lyrical Leminade, but I didnt recognize him til What's Poppin.
Is Monday now the upload day?
indeed
It’s almost as if they have to offer their services to artists they believe have potential and not price out smaller artists.
Hi MattyBallz top 5 athletes?
After that juice & cordae video sum took a turn, idk what Buh sum changed
He made that album and I think that was his goal. He accomplished what he wanted, worked with who he wanted and the whole time he was his own boss. That’s a W career and retirement.
I think you might’ve Hit the nail right on the head, W take🤝
baby tron / blp kosher also kinda blew up off lyrical lemonade . id say tron was last one he blew up really
He making documentaries now right?
Ahhhaa!! That’s why Cole was in “Black Chicago be like “…
wsg matt
6:40 ngl bro it wasn't about finding ppeople with smash hits. it was about giving a platform for some underrated artists so the public can find them and hear their music. None of the artists from 2015-2018 that we seen on Lyrical Lemonade was known. Even Eminem and Wiz Khalifa was just a feature to these artists. The issue is Cole isn't giving the locals and underground mfkrs a platform anymore. which is sad, bcuz it truly changed everything
All the best for Cole. The dude is extremely talented.
Good title
I personally wanna applaud Cole for successfully doing all this since the age of 17. I had no clue he was that old.
My only issue with Lyrical Lemonade is that some of the artists weren't "Lyrical" or "Talented". It kinda created this gate way that you don't have to know how to rap to make it 💯.
On the flipside there were some great music videos created from the channel
That's just me
People are not making music videos like they use to ...
whys nettspend in the thumbnail as if hes bad hes actually good tbh
We need gelo to get a music video
Do you mean glo? Or is that a new artist
@@ur.fav.Clairenah, they mean Gelo. One of the ball bros..has a song called tweaker
😵🔥🍋😵
I respect Cole for his drive
My best friend is good friends w Cole’s best friend. Cole hired a production team to shoot his videos for him now, he isn’t as hands on.
7:36 I get this, I really do. But at the same time.. isn’t that the point? No one creates a business hoping it stays small and underground. Can’t say I blame Cole
i wish my mom's had the money to help me produce music videos as a high schooler. the majority of ppl that make it big have a rich ass parent not too far away.
had a lot of respect for cole bennett until i went to summer smash (lyrical lemonade festival) in 2021. don’t get me wrong the first night was great. there was a misunderstanding with the vip bracelet so we were allowed access to the backstage bar. free drinks, free snacks, air conditioned bathrooms, it was amazing.
the next day we were booted out of the backstage bar shortly after showing up. but it was okay, i knew we weren’t supposed to be there. however, once we got to the VIP section I paid an extra $300 for (on top of the base $400 ticket) we came to realize how shitty the festival was. a shitty gated off section with an “exclusive” VIP bar (just a bar that serves miller lite and seltzers, like every other bar on the grounds) the bathrooms were not air conditioned as advertised, and it was all around a bad vibe. there was a ton of furniture in the VIP section we sat at. then security told us we had to move because the furniture was for bottle service only. then the staff had the audacity to ask us if we could move the furniture to the other end of the VIP section. wtf?! a part that was very memorable of the festival was getting rained out on the second day, me and my buddies hopped a fence next to a mini golf course to get out of the rain and smoked a J with a couple strangers, great experience.
also a dispensary was selling weed on festival grounds, the weed was purely CBD. didn’t even get you high. WEED IS LEGAL IN ILLINOIS!! that was probably the shittiest part of the trip. I did get a $300 refund bc I complained about the VIP experience so only paying 400 for that kind of festival wasn’t bad. but i did watch a mob of people rush the miller lite bar and beat up the bartender. and the “VIP” viewing areas in front of the stages was full of blue GA bracelets all 3 days, security never did a thing about it. me and my buddies called it the “sea of blue” lol. it was just a poorly put together festival and a major let down to what they advertised. I’ve heard the venue has changed, and the festival has overall improved. but i ain’t ever going back.
Nobody wants to watch music videos anymore in america
Anywhere else they tune in but in America it’s different
People still watch videos lol
@@MrAjking808 no they don't. 2017 was the last time someone asked me "you see the new X video yet?
@ yeah someone asked you .. but people still watch music videos, why would they even have to ask you that anyways nobody really does shit like that
Lyrical Lemonade had a great album come out this last year though.
Yo
Central cee video blow up because of cole Bennett
What happend to No Jumper?
4:23 wow it’s been a minute since i’ve heard that name
Fr though
Bro keep working out your getting chunky my guy its all love
U have good music recommendations matt??? Tryna expand my catalog
ya i got a playlist actually if u go on my youtube community tab and scroll down a few posts
ICEBERG E tune in
2:25 ur time line is off it was dex before . I watched it all happen the raq 6 hours away from me g
Rap is falling off. Juice WRLD made lyrical lemonade so good. and the old era
That “passion project “ line doesn’t as hard when you mentioned he had a brainstorm w/ his moms 💰💰😂😂😂😂
It was inevitable. Look at what became of World Star Hip-hop. Their founder died, then everything slowly declined. As for Cole, maybe he's finally getting tired of doing the same type of thing over and over. It was only a matter of time before the views started to decline. Still love Bennett's work tho.
I think the all is yellow album was great tho. So many great artists