Travis Scott Doesn't Like 'Branding' or 'Marketing'

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. "I was like, 'Damn, I wish I could have thought of that,’” Nas told Scott in a conversation for Playboy in 2019. “And then I just heard your music, and I said, 'This dude is coming.'" Although his launch ideas for Rodeo, along with his many creative masterstrokes since, read as brilliant marketing strategy, Adweek's inaugural Creator Visionary of the Year likely wouldn't characterize his work that way. "I don't like words like 'branding' and 'marketing,'" the Grammy-nominated rapper, producer and record label founder says candidly. "I just wasn't ever really into it, you know? I guess I'm a naturalist in that sense." It's a surprising revelation from an artist who spent the bulk of 2020 proving himself to be a formidable marketing maven with each successfully executed campaign. Scott's varied and spirited partnerships—from his massively popular concert within Fortnite and menu partnership with McDonald's to the launch of his signature beverage, Cacti—point to a creator with a keen understanding of branding at both the personal and industry level. Even his own business, Cactus Jack, is more of an open-ended creative collective than strictly a music label, allowing Scott to take on any project that strikes his fancy, from customized cereal boxes to design. For Scott, however, creativity is primarily fueled by a desire to maintain a connection with his many, many fans (of which there are at least 38 million, if Instagram is anything to go by). The idea of formal marketing, Scott feels, only serves as an unnecessary barrier between himself and his fervent fan base. "I'm just more about putting out very cool things that inspire me and I hope one day inspire other people," Scott explains. "I'm trying to bring a utopian effect … hoping to inspire the next person to just get creative or even just live their life in an aesthetically pleasing, vibed-out way." Houston strong Scott's grounded approach can be traced back to his hometown roots. A proud Houstonian, the "Sicko Mode" performer considers his freewheeling imagination a reflection of the city that shaped him. "The H itself is one of the most insane cities," Scott tells Adweek. "Coming from a place like Texas, which isn't like New York or Vegas with the bright lights, it's very down-to-earth. I love it. It's peaceful, there's a lot of land and you get to enjoy a lot of time to just imagine." Though currently based in Los Angeles, Scott continues to pay homage to Houston through his work. His critically acclaimed 2018 album Astroworld—inspired by the now-defunct Six Flags amusement park AstroWorld—is perhaps his most recognizable nod to his home city. To Scott, the moniker represents boundless possibilities. "That's what was so dope about [the amusement park] AstroWorld," says Scott. "It was kind of like imagination come to life." But his muse isn't limited to just one location. It's imbued in every aspect of home: "The inspiration is in the dirt, the soil, the streets, the walks of life, the backroads, the country. It's amazing." Scott also draws inspiration from those around him. A lover of films, Scott names directors Robert Rodriguez, John Hughes and fellow Houstonian Wes Anderson as a few of the cultural figures that have stirred him creatively. But like his beloved city, he largely wants to exist as a reliable source of fun and an innovative beacon for others. "I just want people to really walk away with a good experience to tell others, you know?" he says. Though currently based in L.A., Scott continues to pay homage to his hometown of Houston. Going 'Astronomical’ The multi-hyphenate's penchant for fun and good vibes proved especially important in 2020. When the pandemic brought life to a screeching halt, the concerts and large events that periodically energized Scott's following ceased. As the desperation for joy and human connections grew, Scott realized he was in a unique position to satisfy both needs. Hence, the Fortnite Astronomical event was born. What began as an opportunity to digitally premiere "The Scotts"—his collaboration with Kid Cudi via Epic Games' hugely popular multiplayer title—ballooned into an all-out, in-game concert complete with new downloadable, limited-edition skins, multiple events across different time zones and breathtaking animation that jelled expertly with Scott's adrenaline-pumping music. The April 2020 event drew more than 28 million Fortnite players and has garnered over 147 million views to date on Scott's dedicated YouTube channel. It also set the tone for future alternative performances. While marketing experts might view the event as a wildly successful cross-promotional partnership, Scott simply sees it as a way to recreate the joy that comes from watching a one-of-a-kind live show when his fans needed it most. "I was just trying to take shows to the next level at a pinnacle moment," Scott says. "It was just a time where people were just at the crib and there was more family time. That connectivity was all we had at that moment. To me, my fans are my family. So when you can't reach the next person—when all these walls and barriers are keeping you from actually seeing loved ones at the end of the day—music is just a connector to me, even beyond Fortnite. It can just bring people together." A Partner Like No Other When it comes to a Travis Scott branded partnership, you can expect some flair—and results. January 2017 - Nike Air Force 1Scott’s enduring partnership with Nike has proven to be a match made in sneaker heaven. The Cactus Jack customization not only makes for a one-of-a-kind design, but also makes it one of the most sought-after shoes on the market. June 2019 - Reese’s PuffsFor General Mills, Scott designed a limited-edition Reese’s Puffs box to be sold exclusively on his site. Retailing at $50, the boxes sold out within an astonishing 30 seconds. He also designed a bowl and spoon for the event, which flew off of digital shelves just as rapidly. January 2020 - Hot WheelsCommemorating the release of the compilation album Jackboys, Cactus Jack teamed with Hot Wheels for a limited release of the BMW M3 E30 “Jackboys Edition” toy car. The design replicated the vehicle seen in the album’s cover art and was given away to only a few special winners. March 2021 - Anheuser-BuschWhat stemmed from an appreciation for tequila became Cacti Agave Hard Seltzer, which rose to the top of its market within its first week of release, a running trend throughout all of Scott’s endeavors. April 2020 - Epic GamesMere weeks into a global lockdown, Scott transformed what was supposed to be a fun song premiere into a raging Fortnite in-game concert. Leading up to the main event, players could see the construction of the “stage” at the fictional universe's Sweaty Sands beach, a clever touch that built anticipation and lured 28 million virtual concertgoers. September 2020 - McDonald’sAs with Reese’s, Scott’s creative involvement didn’t just shine through in the Travis Scott Meal itself. Fans also had the opportunity to score a wide range of merch, from a 6-foot cutout modeled after Scott’s action figure to a body pillow shaped like a Chicken McNugget. He’d ultimately set the bar for the burger chain’s future celebrity partnerships. The man, the myth, the meal While one historic partnership would have satisfied many artists, Astronomical was just the beginning of what would become a banner year for Scott. In September 2020, the megastar partnered with McDonald's for its customized Travis Scott Meal, a Quarter Pounder with cheese, bacon and lettuce; fries with barbecue sauce; and a Sprite. "Say Cactus Jack sent you," Scott breezily advises at the end of the launch ad. And Cactus Jack sent a lot of them: The Travis Scott Meal was such a smashing success that the campaign—the first celebrity menu item of its kind since Chicago-based McDonald's collaborated with Michael Jordan in 1992—caused a shortage of ingredients at some locations. In conjunction with the meal, the burger chain and Cactus Jack collaborated on merchandise ranging from apparel to a body pillow shaped like a Chicken McNugget. Like Astronomical, the McDonald's hookup was more than an endorsement; it was an extension of Scott's creative sensibilities and an example of the artistic control he maintains in his professional dealings. "I can't do anything that I'm just not totally comfortable with," Scott says. "I was never into being handed anything and just standing behind [a product]. Then we wouldn't be creators. I've always set out to formulate something to bring to each partnership. I've just stood on that since day one and maintained it." Not every celebrity has the ability to leverage the kind of creative control Scott has managed. The performer credits his ability to do so to working with flexible partners. "Every partnership has always been super understanding," Scott says. "It might not always be easy, but you can kind of get them to understand. It certainly doesn't happen overnight, but you can kind of get them to see it. Just stand on the creativity." Scott has stayed involved at all stages of Cacti’s development. Growing Cacti Perhaps the most personally successful among all of Scott's projects is Cacti, a hard seltzer made with agave and created in partnership with Anheuser-Busch. "When I heard Travis was interested in co-creating this amazing brand, I immediately saw the potential of collaborating because Travis is such a visionary," says Anheuser-Busch CEO Michel Doukeris. "He keeps his fans at the center of everything he does and has a unique pulse on what’s going on in pop culture. Working with Travis has been an incredible experience as we set out to build a brand that was different and signals a new chapter in seltzers." But Cacti wasn't always destined to be a seltzer. "At first, I started making a tequila," Scott says. "It was cool, but then there was a point where it was kind of dope to have a premade mix instead of having to figure out how to mix it. On the go, I [sometimes] want to just have a daytime vibe—something that's not too strong and won't hit too hard." Cacti didn't materialize overnight. The final product was the result of nearly two years of hands-on work, from conceptualizing the drink itself to designing the packaging. "For me, [the most rewarding part of the process] was just the idea of going through each and every step and actually starting from the ground versus someone saying, 'Hey, man, we've got this shit in a can,'" Scott says. "It was super dope to start from the ground, cook up the mix, go to spots and see the barrels, work up the can, doing the design. It's just so dope, the attention to detail and the process." In a market that is, frankly, crowded with celebrity-backed spirits brands, the seltzer landscape is still only populated by a scant few stars, including Pretty Little Liars' Shay Mitchell and chef Gordon Ramsay. Cacti, however, appears to have potential. Anheuser-Busch said that in its first week, the drink's sales volume outpaced White Claw’s Hard Seltzer Variety Pack No. 2, Coors Seltzer With a Mission Variety Pack and Mike’s Hard Lemonade Seltzer Variety Pack in their first weeks on shelves combined. And it is only the beginning of what Scott hopes will be very long success story. Because Cacti was released mid-pandemic, Scott wasn't afforded the opportunity to execute his full vision for its arrival. That should change once restrictions begin to lift. "I'm so looking forward to just keeping it going," Scott says. "I can't wait to share the experience when the doors open back up and we can go out and have fun again and be social. I can't wait to share the different vibes that we have for this." What do those vibes entail, exactly? Scott's not ready to say, but he clearly has plans that will place the drink squarely at the center of the action. "[I can't wait for] Cacti's first official lead sponsorship," he reveals cautiously, before laughing. "I feel like if I say anything more, I might get out the spot. But it's definitely going to be one of those 'official drinks.'" The final Cacti product was the result of nearly two years of hands-on work. Focus on presentation—and partners Considering Scott's branding successes to date, that cryptic revelation feels as good as any promise. As the popularity of premixed, ready-buy cocktails rises, Cacti is already positioned as a leading beverage among the pack. While Scott would be hesitant to call the work he's doing "branding," he does agree that presentation is key. "I do think there is care in how you present things," he says. "It's all about how you deliver things to people. My intentions aren't to market a brand." Beyond Cacti and his remaining stable of partnerships, Scott hopes his future endeavors continue to paint him—and his Cactus Jack company, by extension—as a boundary-breaking creative source that keeps the fan experience top of mind. "We've never let any outside companies dictate an agenda and will only entertain something if it feels authentic," says David Stromberg, general manager at Cactus Jack. "Creative control is always the main thing for Travis and our team. Fostering our own community and being tapped in with the fan base is also essential." "Cactus Jack is really here to push the line and take certain things to the next level," Scott adds. "Anybody else down to rock with us, we're here." Check out our full list of Creator Visionary Awards honorees here.

Awards & Honors

Travis Scott Doesn't Like 'Branding' or 'Marketing,' but He's So Damn Good at Both

Meet Adweek's Creator Visionary of the Year

Shannon Miller

About

Subscriptions

Events

Publications

WORK SMARTER - LEARN, GROW AND BE INSPIRED.

Subscribe today!

Shannon Miller