Travis Scott joins the PlayStation family as creative partner
The company announced the news that the rapper is now their strategic creative partner on Friday.
Travis Scott is the newest member of the PlayStation team. The company announced the news that the rapper is now their strategic creative partner on Friday (Oct. 23) by sharing a video, created by the Grammy nominee, to kick off their partnership. The video features a few of the key people that worked on different aspects of creating the PlayStation 5 console.
“It’s official: @travisscott is joining the PlayStation family as a strategic creative partner. Watch his new video here!” the company shared on on social media. The rapper also shared the video on Instagram and captioned it: “Meet the gang. ReBuilt a office at the topfloor in Japan. To chef up 😳😳😳 Starring @dozie.kanu chair.”
The black-and-white announcement created by Scott features three men wearing his Cactus Jack brand t-shirts and the Air Jordan 1 Retro OG mocha sneaker designed by the emcee, as well teasing a possible Nike Dunk collaboration with PlayStation. The men in the clip worked on various aspects of the PS5 console, from engineering to design.
Both the “Franchise” rapper and the company released statements in regards to their collaboration. “I’m really looking forward to being able to showcase everything that Cactus Jack has worked on with Sony and the PlayStation team,” the “Sicko Mode” rapper said in a statement. “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!”
Senior Vice President of PlayStation Worldwide Marketing Eric Lempel penned a letter on the company’s website to express his excitement over the company’s partnership with Scott. “Today, we’re excited to announce Travis Scott has joined the PlayStation family as a strategic creative partner. We heard Travis is a huge PlayStation fan, so we started a conversation with him that led to this unique partnership. Through our mutual passion for gaming and creativity, we plan on collaborating with Travis and his Cactus Jack brand to produce innovative projects that we hope will delight our collective fans,” Lempel wrote.
“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. 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.”
He added: “Travis’ deep knowledge and fond memories about PlayStation as a brand, our products, and games will inspire his work with us from start to finish. He is an amazing creator, and we strive to work with the best creative minds inside and outside of our industry to continue to surprise the world in a way that only PlayStation can.”
The “Highest In The Room” emcee teased the collaboration in September by sharing a photo of him with the remote for the PS5 on his lap prior to its release, and captioned it: “I will be playing until the sun up.”
The PSP partnership comes at the heels of the rapper’s recent massively successful collaboration with McDonald’s to launch his own signature meal. In April, Scott hosted a series of free virtual concerts on the popular video game Fortnite, and more than 27 million fans tuned in. Forbes reported that the three-day event led to a spike in Cactus Jack merch sales. The PlayStation 5 gaming system is set to be released in the United States on Nov. 12.