Nickelodeon Signs Lay Lay to Overall Deal

Nickelodeon has signed an overall deal with Alaya “That Girl Lay Lay” High, a 13-year-old social media star and hip-hop artist.

Per the deal, Nickelodeon will work with the teen star, known professionally as Lay Lay, to develop original multiplatform programming and music initiatives, and build a cross-category consumer products business spanning fashion, accessories, publishing and more. With millions of views across her social media channels, Lay Lay has been writing, producing, rapping and singing since the age of 5.

At 11, Lay Lay became the youngest female rapper to sign a recording deal via her own Fresh Rebel Muzik/EMPIRE imprint. She released her debut project Tha Cheat Code in September 2018 and released the deluxe version of Tha Cheat Code Reloaded the following year.

Lay Lay said: “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.”