Cole Bennett on Turning Down $30M & Trusting His Vision for Lyrical Lemonade | Idea Generation

At ComplexCon 2025 in Las Vegas, we sat down with Cole Bennett for a special live taping of Idea Generation. As a filmmaker, entrepreneur, and founder of the wildly popular media brand Lyrical Lemonade, Bennett has been a force in influencing the aesthetics of hip hop over the past decade, while also launching his own full scale music festival, releasing a line of canned drinks, and becoming one of the most sought after music video directors in the world. And it all started with one idea.

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Idea Generation

Ideas are the global currency of the 21st century. But how do you come up with one? How do you execute it? How do you operationalize that process and replicate it again and again? We are Creatives, Innovators and Entrepreneurs on a quest to answer these questions and develop a blueprint to success in the creative space for generations to come. Idea Generation is a 360° media platform catering to the creative class which exists to educate and inspire the mavericks of tomorrow. And in no coincidence, the brand about creative entrepreneurship is itself an independent exercise in creative entrepreneurship. We’ve got a whole slate of exciting new products cooking, but kindly enjoy our first salvo for now! And please, if you’ve ever had a big idea or dreamed of building a business on the back of your creativity, join us on this ride. Welcome to IDEA GENERATION.