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With Travis Scott, no creative choice is obvious or predictable. In fact, he didn’t even want his first album to be released on CD, still the standard format of the day in 2015.
“I wanted to put my album on a USB and sell it with action figures,” he tells Adweek. “But even then, people didn’t really understand.”
With only a fraction of the industry clout he has now, Scott lost the battle to publish Rodeo on a thumb drive, but he did release the accompanying action figures—a move that got the attention and respect of hip-hop legend Nas.