The Bigger Picture Cole Bennett has become the foremost music video director for a new generation of rap stars, all while the game’s lauded vets hit his line. As his Lyrical Lemonade empire flourishes, the pursuit of happiness reigns supreme. Words: Georgette Cline Editor’s Note: This story originally appeared in the Summer 2021 issue of XXL Magazine, on stands now. Cole Bennett can finally say he made it, and a tweet from Kid Cudi at 2 a.m. set it off. Nearly 10 years after Bennett launched his Lyrical Lemonade multimedia company in 2013, the lauded music video director’s dream came true when Cudi requested that Bennett direct a video for him. All through the late night on a Monday in March, manifestation was happening right before Bennett’s eyes.