Scott’s creative collective Cactus Jack encompasses a record label, a publishing arm and an array of merchandise with graphics devised by him. While somehow juggling an aura of mystery with a stratospheric level of fame, he matches a hazy, autotune-inflected musical output that defines the sound of modern hip-hop with a creative auteurship that goes beyond hit singles. Yet to see Scott as just that is to miss the point: whether creating a McDonald’s meal – he is the first celebrity to have one named after him since Michael Jordan in 1992 – performing a virtual concert on gaming platform Fortnite, or remaking himself as a modern media mogul, Scott embodies creativity in the 21st century. Sure, he’s a musician – he has one of the highest profiles of a new generation of rap artists. He eschews and evades easy categorisation. Travis Scott is difficult to pin down – literally, for an interview or a photographic shoot, but also ideologically. This article is taken from the Autumn/Winter 2021 issue of AnOther Magazine.
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