Lil Nas X has mastered the album rollout before actually releasing an official album.
#FreeLilNasX has been trending on Twitter all Monday (July 19th) morning. The reason? The rapper has been teasing the idea that he’s heading to court this morning over his controversial customized “Satan” Nike Shoes.
Lil Nas X has been joking about the July 19th date on TikTok for weeks, with the latest post coming on Sunday. This, despite the fact, Nas X and Nike reached a settlement on the matter months ago. (More on that later.)
Turns out, this was all part of his rollout. After #FreeLilNasX started trending — it’s also a URL — rap’s best troll released a hilarious sketch called “Satan Shoes Trial.” The skit features the rapper playing dress up as the lawyers, judge, and defendant. (If rap doesn’t work out, he has a career as a comedian.)
— nope 👶🏾 (@LilNasX) July 19, 2021
But, more importantly, the trailer promoted new music. The track playing throughout the trailer is called “Industry Baby” and it features Jack Harlow and was produced by Take a Daytrip and Kanye West. The video and song will be dropping on July 23rd. Lil Nas X’s debut album, Montero, is dropping later this year.
Lil Nas X has had one of the most memorable album rollouts in recent memory. In March, Lil Nas X dropped the video for “Montero (Call Me By Your Name).” In the controversial video, Nas X visits the Garden of Eden and ancient Greece, eventually pole dancing into Hell, giving Satan a lap dance before killing him.
Shortly after the video’s release, New York-based art collective MSCHF revealed a collaboration with Lil Nas X. The two teamed up to make 666 pairs of (unofficial) Nike Air Max 97s. The shoes, which cost $1,018 each — a reference to Bible verse Luke 10:18 — were Satan-themed, and were supposed to feature a drop of human blood.
And then Nike got involved. They filed a lawsuit against MSCHF for trademark infringement, false designation of origin, trademark dilution, and common law trademark infringement/unfair competition. In April, Nike settled its lawsuit with Lil Nas X and the shoes were officially recalled.
Check out the trailer for “Industry Baby” below.