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The Travis Scott Brand Wasn’t Built For This

For close to a decade, Travis Scott has carefully positioned himself squarely at the center of hype. His rise coincided with the corporate takeover of streetwear and sneaker cultures, making him a de facto stand-in for “cool.” An avatar on which to place as many logos as possible. His corporate partnerships, of which there are scores, have inspired fawning coverage in music magazines and business publications alike. Scott is, for better and for worse, a symbol of millennial marketing — easily adaptable, capable of molding himself around any company’s needs. The kids go crazy for it, regardless of what it is.

Except, it would appear that Scott has become too good at monetizing his audience; at turning the thousands of kids who’ll wait in line for a limited-edition sneaker, or a McDonald’s meal, into profit. It’s why, after eight people lost their lives and hundreds more were injured at Scott’s Astroworld Festival in Houston, the backlash was so swift...

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