Travis Scott says he’s not a fan of branding or marketing

Travis Scott, whose proven track record of partnering with brands is arguably unparalleled in the music industry, was named Visionary Creator of the Year by the folks at Adweek.

And while the article accompanying the commercial advertising publication ad de La Flame as the first recipient of this distinction does not include any Utopia updates, the extended piece offers a glimpse into the process of creating the eighth Grammy nominee when it comes to building a Cactus Jack-ified brand experience.

Most important, perhaps, is that Scott doesn’t like the words most often associated with this kind of work.

“I don’t like words like ‘branding’ and ‘marketing’,” Scott told writer Shannon Miller in the room, released for the first time on Sunday. “I was never really interested in it, you know?” I guess I’m a naturalist in that sense.

Image via Rayscorruptedmind / Adweek

Instead, the focus of the creative collective Cactus Jack’s partnerships is more rooted in a promising vision for the future in which inspiration is at the forefront.

“I’m just more about broadcasting some really cool stuff that inspires me and hopefully someday inspire other people,” Scott said. “I try to bring a utopian effect… in hopes of inspiring the next person to get creative or even just live their life in an aesthetic and vibrant way.”

All of the partnerships so far, Scott said later in the article, have been “super understanding” of his process and the team’s vision. As Scott explained, these partnerships – which so far have included McDonald’s, Fortnite, and more – were ultimately made possible by the willingness of everyone involved to ‘be content with creativity’.

Moving forward, Scott has big plans for CACTI, the agave-tipped seltzer he recently launched with Anheuser-Busch. The drink launched in March and has seen immediate success expected, including sales of inventory in multiple locations in less than 24 hours. Deployment, of course, has been complicated by the ongoing pandemic. The next one for Project Seltzer, according to Scott, is a stint in the world of official sponsorships.

“[I can’t wait for] First official sponsorship of Cacti ”, he declared. Adweek. “I feel like if I say something more, I might get out of the spot. But it will definitely be one of those ‘official drinks’. “

Image via Rayscorruptedmind / Adweek

Watch the full Adweek article here.

At the end of last month, Scott announced the return in 2021 of his Astroworld Festival, this time on two days of well-orchestrated chaos in Houston. Tickets for the third edition of the successful festival – scheduled for this November – will go on sale this Wednesday.

Utopia, meanwhile, is yet to come and should be widely scheduled for a 2021 release. Last Friday, La Flame teamed up with Baby Keem for “Durag Activity”.

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