13-year-old hip-hop sensation, Lay Lay signs deal with Nickelodeon to develop original content

Thirteen-year-old social media sensation and hip-hop artist, Alaya ‘That Girl Lay Lay’ High has signed “an overall deal” with Nickelodeon to develop original multiplatform programming, music initiatives, and build a cross-category consumer products business.

The rapper, known professionally as Lay Lay, made history in 2018 by becoming the youngest female rapper to sign a recording deal with Empire imprint at the age of 11. 

She also cashed in big time when her favorite jewelry brand, Alex and Ani, got wind of a very dope freestyle she did for the brand. Highly impressed, they went ahead to sign her on as an ambassador.

Following a captivating performance on The Ellen DeGeneres Show, Lay Lay released her debut project Tha Cheat Code in September 2018. She followed with the deluxe version of Tha Cheat Code Reloaded featuring smash hits “Mama” and “Supersize XL” in 2019, amassing 60 million views on YouTube.

“I’m so excited to be joining the Nickelodeon family! 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,” she said about her new deal.

The Houston, Texas, native took the world by storm with her infectious energy and sharp rhymes, Shadow and Act reported. With over one million followers on Instagram, Lay Lay appeared on television several times. She has been writing, producing, rapping, and singing since the age of five. 

Nickelodeon’s comprehensive strategy for Lay Lay includes developing content for all Nickelodeon platforms, supporting her music career, and an exclusive line of consumer products with merchandising agreements spanning categories such as fashion, accessories, publishing, and more, Businesswire reported.

Now in its 41st year, Nickelodeon is the number-one entertainment brand for kids. It has built a diverse, global business by putting kids first in everything it does. The brand includes television programming and production in the United States and around the world, plus consumer products, digital, location-based experiences, publishing, and feature films.