To those looking to debut new music during a concert set, Travis Scott has a solution: QR codes, delivered by a legion of gigantic overhead drones.
Scott, the music industry’s unofficial king of brand deals and promotional stunts, debuted upcoming single “Escape Plan” during his set at the Rolling Loud music festival this weekend, and to further hype the new track, he commissioned advertising platform MilkMoney for a too-big-to-miss QR code lining the festival sky, made possible by 250 flying drones. Concert-goers who scanned the code were taken to a pre-save link for the single, which doesn’t yet have an official release date. Scott’s reps tell Rolling Stone that the rapper is the first artist to tease new music through this type of technology, but did not share the cost of the project or the number of fans who actually scanned the QR code. The drones also came together to form a giant Cactus Jack logo during the set.
“Everyone knows Travis Scott is one of the best performers in the game, but on Saturday night he took it to another level. Dropping new music and giving fans direct access to the song through a drone installation is unheard of and MilkMoney and Travis made it happen,” Rolling Loud co-founder and co-CEO Tariq Cherif said in a statement.
The gimmick, to be clear, is just the latest in Scott’s ever-expanding empire of zany mad-lib track promotion. Last year, he debuted “Franchise” on the heels of his partnership with McDonald’s, which also saw the rapper selling merchandise including t-shirts and hoodies along with an immensely popular $90 McNugget body pillow. He also premiered “The Scotts” during his infamous Fortnite concert, Astronomical, slingshotting the single to a Number One debut and helping launch a trend of artists putting on concerts inside video games — a strategy that became paramount since touring revenue was sidelined for more than a year during the pandemic — and otherwise partnering with gaming companies on new initiatives.
Considering his own prior stunts, Scott’s “Escape Plan” promotion is comparably tame. It’s unclear how many artists will want to replicate such a spectacle in their own sets, but as the live music business comes roaring back, industry insiders expect more artists to try out more immersive experiences that can grab listeners’ attention in fresh ways. The best livestreams of the quarantine era found novel ways to rope audience members into the performances themselves, and more artists will be looking to bring that type of experimental tech to the in-person concert experience as well.
Fontaines D.C. have teamed up with Rosalía for their new collaboration, Where Is Gone?.
The song features on the Irish rock band's forthcoming album, Dopamine Chamber, which arrives on Friday (16.10.26). For guitarist Carlos O’Connell, working with the Spanish superstar is particularly special because of his own Spanish roots.
He explained: “I’ve admired Rosalía ever since her debut album, which I thought was absolutely beautiful.
“What excited me most was the way she continued to preserve Spain's musical traditions, something that felt spiritually connected to what we've been trying to achieve with Irish music. Having roots in both countries, it's been really special to witness. "She's an artist who has continued to amaze me at every point in her career.”
Frontman Grian Chatten has also described the collaboration with Rosalía as one of the most memorable achievements of his career.
He revealed that he felt "humbled" when she agreed to lend her voice to the band's album.
Speaking to NPR, Grian said: “I've always felt there's something almost like a single big idea that I'm personally trying to communicate to the world before I get old and die, if that makes sense. There's one thing I think I'll spend my life trying to express. I have a feeling she has a similar outlook. … I mean, she's an amazing arranger, composer and lyricist. It means so much that she wanted to sing on something we'd put together. It's definitely one of the highlights of my career.”
Rosalía's links to Irish rock music extend beyond Fontaines D.C. She also offered inspiration and helped develop the Spanish lyrics for U2's The Mirror Maker (Rosalía), a track from their forthcoming album, Carnaval de Luz.
During an appearance on The Tonight Show Starring Jimmy Fallon last week, she spoke about frontman Bono, saying: “I don't know him personally, but he sent me a text explaining that he was working on a new project and had written a song called The Mirror Maker."
Rosalía joked that Bono had invented a few words of his own.
She recalled telling him: “I wasn't sure what to make of it, but I told him he could create his own language if he wanted to.”
She described the opportunity to collaborate with the 66 year old music veteran as a real privilege.
She added: “Bono is a legend.
“It's amazing.”
Bono recently revealed that he was worried about seeming like a stalker when he reached out to Rosalía to ask whether he could name the song after her.
