Scott, to successful effect, has pursued a hybrid model in which he’s working with and within big brands, but in ways where he’s telling them what to do or say, rather than the reverse. Then, for much of this century, fame instead yielded entrepreneurial opportunities far more lucrative than typical endorsements.
For decades, celebrities have translated their renown into remunerative gigs as corporate shills. What’s far more interesting, though, is how La Flame lights up the business world. Once he takes the stage, fans are “ragers” (his term), and he is “La Flame” (ditto), the spark that sets it all off. The latter is key: Scott is a famously raucous MC. Since making the Forbes 30 Under 30 three years ago, he has made us look smart, earning more than $100 million through chart-topping singles ( “Sicko Mode”), a multiplatinum album ( Astroworld) and the top-grossing rap tour in 2019. Hey, what’s not to like when you’re Travis Scott? At 28, he’s arguably the most vital rapper in the world.
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