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Cochise – Tell Em ft. $NOT (Directed by Cole Bennett)

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Cole Bennett turned a farm field outside Plano, Illinois into a music video set with roughly 48 hours to spare.

“Tell Em,” the new collaboration between Florida rappers Cochise and $NOT, premiered as an official music video through Lyrical Lemonade on May 28, 2021. Directed and edited by Lyrical Lemonade founder Cole Bennett, the clip pairs Cochise’s manic energy with $NOT’s flat, hoodie-drawn delivery against a backdrop of tractors, off-road trucks and open farmland. The track itself was produced by Jootsu.

• Bennett shot the video just two days before it went live and edited the footage the day before release, an unusually fast turnaround even by Lyrical Lemonade’s standards.
• The visuals were filmed on rural and agricultural land near Plano, Illinois, using tractors and off-road trucks supplied by Smooth Performance Offroad.
• A recurring hidden mascot named “Lenny” appears throughout the video, described in the credits as a character representing happiness and good energy.

A Two-Day Production Window

Most music videos of this scale get weeks of pre-production. “Tell Em” got two days. Bennett filmed the entire project 48 hours before it hit YouTube and cut the edit together the day before the drop, a pace that speaks to how quickly Lyrical Lemonade can move when a track is ready to go. The compressed schedule didn’t show up in the finished product — the video still carries Bennett’s usual layered color grading and CGI flourishes stacked on top of practical effects shot on location.

Cornfields, Tractors and Off-Road Trucks

Rather than a soundstage or an urban backdrop, Bennett set “Tell Em” in open farmland near Plano, Illinois. Tractors and agricultural equipment sit alongside off-road trucks coordinated by Sebastian Rodriguez and supplied by Smooth Performance Offroad, giving the video a rural, almost Midwest-Americana texture that plays against the trap instrumental. Set dresser Jaden Lowe and SFX makeup artist Michelle Mink helped push the location past a straight farm shoot into something closer to Bennett’s usual surreal territory.

LENNY ~ a hidden character representing happiness & good energy

That’s how the production notes describe Lenny, the mascot planted throughout the video as a recurring visual gag and, per the credits, a stand-in for good vibes on set.

The Crew Behind the Cameras

Brett Arndt shot the video as director of photography, with Luke Rihl running Steadicam and Mark Zurawiec operating the JIB. Dima Shorin worked as 1st AC and Luciana Salinas as 2nd AC. Chad McClellan handled lighting as gaffer, Lamar Bloodworth ran key grip, and the whole shoot was produced by Susan Bennett and executive produced by Sal Tarantino — the same production infrastructure Lyrical Lemonade has used across its biggest rollouts.

Two Very Different Deliveries

The pairing works because Cochise and $NOT don’t sound alike. Cochise brings the hyperactive, almost cartoonish energy he’s known for, while $NOT stays laid-back and monotone underneath his signature tightly cinched hoodie — a visual and vocal contrast that Bennett leans into by cutting between the two rappers’ wildly different postures on camera. It’s the same formula that’s made Lyrical Lemonade a reliable stop for hip-hop acts looking for a visual boost, the way outlets have documented with other high-profile drops like Nardo Wick’s “Me or Sum” and Yo Gotti’s “Cold Gangsta.”

Jootsu’s production sits underneath all of it, giving Cochise room to bounce around the beat while $NOT drags his bars against the grain — the same contrast that’s carried the track since it premiered on May 28.