PlayStation Signs Travis Scott As “Strategic Creative Partner”

Travis Scott is back at it again, collecting a hefty endorsement check from a major brand in America. Musician Travis Scott is joining the PlayStation brand as a “strategic creative partner,” Sony announced today.

Who knows how much Travis Scott will actually be designing anything gaming related? It seems more like this is a strategic play by Sony to try and get the right type of “clout” right before the PS5 launch.

“I’m really looking forward to being able to showcase everything that Cactus Jack has worked on with Sony and the PlayStation team,” Travis Scott said in a standard cookie-cutter press release. “Most importantly I’m excited to see how the PlayStation fans and family respond, and I look forward to running some games with everybody very soon.”

Travis Scott is definitely among the top 5 rappers of the current generation, both solidified by his music/merchandise sales and his influence in pop culture as a whole. Sony isn’t the first company to try and cash in on Scott’s social currency. McDonald’s just recently ran a hugely successful promotion for “The Travis Scott Meal”, which quickly ran out of supplies due to unexpected demand.

“Travis is an artist who is incredibly innovative, constantly surprising, and continues to push boundaries, very much like the PlayStation brand—so we think this is a perfect fit,” Sony said in their press statement. “When we embarked on this collaboration, the most important thing was to keep it as open as possible, to allow space to explore interesting, creative ideas.”

The video shown above was created to mark the launch of the partnership between Scott and PlayStation. It features “a few of the key people that worked on different aspects of the PlayStation 5,” according to Sony.

The PS5 is launching in just a few weeks. It will first debut in select regions on Nov. 12, followed by a worldwide launch on Nov. 19. Definitely a smart move by Sony to leverage some very relevant mainstream influencers that have a huge crossover appeal with gaming in the weeks leading up to the launch. This could be me the business strategy that helps distinguish the PS5 results from the Xbox Series X.