Thursday December 7, 2023

Big Brands Want Travis Scott’s Creative Input

  • Travis Scott has developed into one of the most recognizable figures in business.
  • Scott has done so through his unconventional approach to brand work.
Air Jordan/Design: Alex Brooks
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Music superstar Travis Scott says that he doesn’t like the words “branding” and “marketing,” but top corporations continue to seek him out for direction on both.

In recent years, sports and entertainment companies, among others, have flocked to Scott, who was just named Adweek’s Creator Visionary of the Year. Some of the companies working with the platinum-selling artist:

  • Nike
  • Jordan
  • Epic Games
  • PlayStation
  • McDonald’s
  • AB inBev

The 29-year-old lends his signature style to these companies and is paid handsomely in return. A source in Scott’s camp told Forbes that he was set to bring in over $100 million from corporate partnerships last year.

Scott’s partnership with Nike is particularly lucrative, generating a reported $10 million a year for Scott. He’s collaborated with the sneaker giant on designs since 2017. 

In his most recent branded release, Scott’s “British Khaki” Air Jordan 6 debuted April 30 and featured former NBA champion Richard “Rip” Hamilton in the ad campaign.

Scott has also plunged into the global gaming market. 

He’s a strategic creative partner for PlayStation and, in April 2020, he held a free virtual concert within Epic’s “Fortnite.” More than 12 million concurrent viewers watched the 15-minute concert. 

Epic reportedly paid Scott roughly $20 million for the show.

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