Typically collaborations from hip-hop moguls are occasional and executed subtlety, yet Travis Scott has been anything but lowkey in his efforts to continue to expand his brand and image. The latest enterprise to host the Travis Scott empire is the content and production studio A24, each of which uploaded a photo of what appears to be a movie script.
Centred in a concrete background, a battered and stained movie script appeared on Instagram complete with the A24 logo revamped in Cactus Jack fashion, with a word blacked out by a sharpie marker. According to Variety, the concealed title of the film is Utopia, which is the name of the Houston rapper’s upcoming 4th studio album. Utopia is still without a release date but clearly, Scott has cinematic intentions for the album rollout. Judging by the affirmative caption filled with emojis from both parties, this venture is the first of many between the two.
All this is made even sweeter by Scott previewing a new song off of Utopia at the Rolling Loud festival in Miami this July. The track titled “Escape Plan” was accompanied by a fleet of drones that flew overhead to firstly form the Cactus Jack logo, then after morphed into a QR code that allowed fans to pre-save the track (sadly without a release date). To read about homophobic comments made by rapper Dababy at the Rolling Loud Festival, check out this HOLR article.
Since its inception in 2012, A24 has grown into one of the most recognizable names in entertainment. Films like The Lighthouse, Midsommar, Uncut Gems and Hereditary have gone on to receive academy nominations, not to mention their appreciated efforts in TV such as Euphoria and Moonbase 8. The entertainment company carries a certain finesse throughout all their projects however, a collaboration with a figure as notable as Travis Scott is an expedition into uncharted territory.
The Grammy-nominated rapper has seemingly taken inspiration from cult-skateboard brand Supreme, by slapping his Cactus Jack brand onto a plethora of products in different markets. Ranging from an agave-filled alcoholic seltzer called “CACTI”, to an upcoming Jordan 1 in partnership with Hiroshi Fujiwara’s Fragment Design. It’s safe to assume that all this buzz surrounding Scott’s new album can only mean that Utopia is close to complete. Stay tuned for more updates.