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Lil Nas X dropped his new single and video “Montero (Call Me By Your Name)” on Friday (March 26) and it’s been the talk of the internet (at least music twitter, where I spend most of my time).lil nas montero controversy

In the colorful CGI-laden video, Lil Nas X ventures from the Garden of Eden to ancient Greece before pole-dancing down a stripper pole into hell, where he gives Satan a lap dance before killing Lucifer.

He also went on to launch a controversial pair of “Satan Shoes” featuring a bronze pentagram, an inverted cross and a drop of real human blood. Nike has however come out to say “We do not have a relationship with Little Nas X or MSCHF,” and “Nike did not design or release these shoes and we do not endorse them.” Lil Nas has even come out to apologize

Make no mistake, nothing about Lil Nas X’s Montero is a fluke, everything is well thought out and calculated because in this time and age where almost everyone has a voice, outrage and controversy helps push numbers.

Lil Nas came out of nowhere in 2019 and rose to prominence with the release of his country rap single “Old Town Road”, the single spent nineteen weeks atop the US Billboard Hot 100 chart, becoming the longest-running number-one song since the chart debuted in 1958 and breaking all sorts of charts record

He has however had a decent run of singles but nothing has come close to Old Town Road in terms of numbers. His last two singles have had lukewarm receptions and when the numbers are not as huge as they used to be, artists tend to do all sorts of ‘crazy’ promotional stuff to stay relevant and in the news.

Does controversy sell? Of course it does, is it the right way to go as an artist? I don’t think so because where does one go after the controversy. In the case of Lil Nas, you’ve come out as gay, you’ve twerked on the devil, you’ve released shoes with blood in them. Now what next?

Mr Controverisal himself Tekashi 6ix9ine did the same thing, riled everyone up on the internet, went to jail came back, broke streaming numbers on IG Live but when his album came it, it flopped so hard he had to take a long break from the internet.

My point is all these things work if you’re looking to cash out and get people talking about you in the present, but for longevity any artist that builds a career off controversy always has a low shelf life.

It’ll be interesting to see where Lil Nas X goes after this and again I ask, Mr Lil Nas, what next?

Read also: #Whois Lil Nas X & How Did ‘Old Town Road’ Become The Number 1 Song In The World?

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