In March 2021, Nike, Inc. filed a lawsuit against the art collective MSCHF, who designed the Satan Shoes as promotion for Lil Nas X's song, "Montero (Call Me by Your Name)".

Embrace and use this negative media attention to turn a positive message.

I wanted to go to a place people would least expect me to go in a music video, an overly masculine place and make it gay asf (Prison). I also wanted to visualize the theme of breaking free from the shackles society places on you. - Lil Nas X

Knowing the media attention the video was sure to receive, Lil Nas X used the video release to announce that he has joined forces with The Bail Project, a national nonprofit organization on a mission to end cash bail, one of the key drivers of mass incarceration and structural racism in the U.S. criminal legal system.

Taking place within the fictitious Montero State Prison, the music video for "Industry Baby" continues after the teaser video where Lil Nas X is sentenced to five years in prison for being gay.

Lil Nas X proves he will always stay on top, even in prison. Lil Nas X becomes the leader of a Bussy Posse, leading his crew of cuties by his pockets. In the showers, they break it down, fully naked, fully themselves, and glowing. Lil Nas X raps while working out next to a manly Jason Momoa type. He is owning prison life.

“Industry Baby” features Jack Harlow on the song and in the video, as Nas X’s (canonical straight) escape accomplice. Harlow distracts prison guards as, Lil Nas X dives straight into a hole … and out of jail. And just like that, he is free from the Industry… Baby.

This visual is essentially a giant metaphor to represent Nas’s unwillingness to conform to the industry standards or be caged in because of his beliefs. No matter the scenario he will be who he is and no prison is strong enough to contain him.

“Industry Baby” Teaser was released on Jul 22, 2021. Three days later, the official “Industry Baby” music video premiered Jul 22, 2021 with a live Fundraiser button to The Bail Project.

The case was settled in April, 8 though on July 16, Lil Nas X posted a video on TikTok claiming that he had an upcoming court hearing regarding it on July 19. The date of this supposed court hearing, however, turned out to be the release date of the teaser for "Industry Baby" in the form of a skit parodying the lawsuit, with him ostensibly appearing on trial for the Satan Shoes, but quickly shifting focus towards his sexuality. The teaser was accompanied by a website.

+4M views on release date

+15M views in the first week

+330M views on Youtube to date

Most talked about/controversial music video of the year with close to 8M likes and over 450k comments on youtube with countless mentions across mainstream media outlets and social media platforms.

#1 Song in over 10 various world music industry charts.

2021 UK Music Video Awards Best Pop Video – International Won

2021 MTV Video Music Awards Song of Summer Nominated

Best Choreography in a Video Nominated

2021 MTV Europe Music Awards Best Collaboration Nominated

2022 Grammy Awards Best Melodic Rap Performance Nominated

The Youtube Fundraising button has raised over $65k for The Bail Project.