How Hip-Hop Superstar Travis Scott Has Become Corporate America’s Brand Whisperer

Rodeo,s top-albums chart and eventually went platinum. At the time, Scott didn’t have the clout to releaseas he had envisioned: in the toy aisle, on a USB drive, packaged with a Travis Scott action figure. “I had to settle for a jewel case,” he says, still apparently sulking. A year later, he pumped out another LP,TRAVIS SCOTT BY JAMEL TOPPIN FOR FORBES

Travis Scott performed a concert within"Fornite" last April. The online video game hosted another such event with rapper J Balvin on Halloween, while rival Roblox held one with Lil Nas X in November.Scott probably earns about $10 million a year or so from his Nike deal, but that figure belies its true worth. His shoes’ popularity has granted him tastemaker status. That, in turn, has led to more deals—and, most significantly, the standing to change the rules of celebrity sponsorships.

Scott met McDonald’s supersized requirements for pursuing a celebrity partnership: He had an enormous cultural following and an authentic love for the fastfood restaurant’s grub.concert quickly became evident. For Epic, it proved that the company was well on track to becoming more than just a maker of video games. For Scott and, really, the entire music industry, it laid a path to a new revenue stream.

A month after McDonald’s put him on the menu, Scott unveiled a new partnership, this one with PlayStation, another deal from which he earned at least $1 million. As with all things, Scott likes to maintain an air of mystery—the better to fuel discussion about whatever he’s selling—so details about his work with the game-console manufacturer remain scant.

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