Sponsored By

Alaya 'That Girl Lay Lay' High Signs Overall Deal with Nickelodeon

The hip hop artist and teen influencer has signed an overall deal with Nickelodeon.

License Global

June 17, 2020

2 Min Read

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.

ViacomCBS recently spoke about their ongoing initiatives for the Nickeloden brand at this year’s Licensing Week Virtual. To hear the full panel discussion, register for Licensing Week Virtual today.

Read more about:


About the Author(s)

License Global

License Global is the leading news source for the brand licensing industry, delivering award-winning editorial content including news, trends, analysis, and special reports about the global consumer product and retail marketplace.

Through its print edition, website, daily e-newsletter and event publications, License Global reaches more than 150,000 executives and professionals in all major markets. The magazine also serves as the official publication for the sector’s trade events, which include Licensing Expo, Brand Licensing Europe, Licensing Expo Japan, Licensing Expo Shanghai and the Licensing Leadership Summit.

Subscribe for updates directly into your inbox.




Subscribe and receive the latest news from the industry Article
Join 62,000+ members. Yes, it's completely free.

You May Also Like