Will the Lil Nas X and Taco Bell Collaboration Mean a New Menu? | Eater
"A high-profile artist partnership served as a lucrative template: the burger chain's 2020 collaboration with Travis Scott reportedly earned the rapper about $20 million and produced a notable post-pandemic sales spike. That partnership featured substantial artist involvement—naming the meal, drawing animation for ads, and developing merchandise—and encouraged subsequent tie-ins with acts like BTS, J Balvin, and a recent Saweetie Meal, illustrating how deep creative collaboration can drive sales and cultural buzz." - Elazar Sontag
