Nickelodeon announced that it has signed an overall deal with 13-year-old social media star and hip-hop artist, Alaya “That Girl Lay Lay” High.
Known professionally as Lay Lay, Nickelodeon will work with her to develop original multiplatform programming, music initiatives and build a cross-category consumer products business.
Nickelodeon’s comprehensive strategy for Lay Lay includes developing content for all Nick platforms, supporting her music career and creating an exclusive line of consumer products. The planned products are expected to span categories such as fashion, accessories, publishing and more.
“I’m so excited to be joining the Nickelodeon family,” says Lay Lay. “I grew up watching Nick and this opportunity is seriously a dream come true. I have the best fans in the world, and I can’t wait to take them on this journey with me.”
With millions of views across her social media channels, Lay Lay has been writing, producing, rapping and singing since the age of five. At age 11, Lay Lay became the youngest female rapper to sign a recording deal via her very own Fresh Rebel Muzik/EMPIRE imprint. In September 2018, Lay Lay released her debut project Tha Cheat Code following a performance on “The Ellen DeGeneres Show.” The following year, she released the deluxe version of Tha Cheat Code Reloaded featuring “Mama” and “Supersize XL” that have together amassed close to 60 million views on YouTube.
Lay Lay was represented in the deal by Acie High and Eric Mitchell of Fresh Rebel Muzik, Ben Meiselas of Geragos & Geragos, APC and Jeffrey Levin of Jeffrey Oscar Inc.