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.
Smashing Pumpkins are hoping to bring their A Night of Mellon Collie and Infinite Sadness production to the Las Vegas Sphere for a one of a kind performance centered around the legendary 1995 album.
Billy Corgan is stepping away from traditional rock venues and leaning into the world of opera with his large scale A Night of Mellon Collie and Infinite Sadness tour, which transforms the band’s iconic record into a full orchestral and operatic experience.
Even though the group has not officially been invited to perform at the cutting edge venue in Las Vegas, Corgan admitted he would immediately embrace the opportunity.
Speaking with KROQ, he explained: “It’s a no-doubter for us. We just haven’t been asked yet.
“See, if the Sphere came to us and said, ‘We’d love you to do all of Mellon Collie with that production.’ Now, that makes sense to me to do something like that, to build the show around the album.
"Then you have a chance to recast the songs and the music in a different dynamic.”
The performance sees Corgan joined by acclaimed solo vocalists and complete orchestras, reshaping some of Smashing Pumpkins’ most beloved songs into expansive classical arrangements.
The project first premiered in Chicago and received overwhelming praise, with audiences and reviewers applauding the powerful reinterpretations of songs such as 1979 and Tonight, Tonight.
Corgan shared that the experience has become one of the most meaningful achievements of his artistic journey.
He said: “The success of translating Mellon Collie into operatic and classical form has been one of the most satisfying experiences of my life. Where on each of the 7 sold out nights in Chicago, we’d finish within the raucous wave of a standing ovation. So to now take it on the road, and to Europe, too says this magical dream doesn’t have to end.”
The production was developed by Corgan alongside Grammy nominated conductor James Lowe, who added: "It has been so gratifying to discover how the nuances and layers of Mellon Collie reveal themselves in fresh new ways in these symphonic, choral and operatic settings. To now have the opportunity to perform this work in Europe with world class musicians in such important venues is nothing short of thrilling."
The lineup features vocalists Ed Parks, Sydney Mancasola, Zoie Reams, Dominick Valdes Chenes and Dean Murphy. The wardrobe for the production was created by House of Gilles designers Gilles Mendel and Chloé Mendel Corgan.
The upcoming run will include several September performances throughout the UK, Belgium, France and Spain, highlighted by two special evenings at London’s Royal Festival Hall.
