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.
NEWS
NBA YoungBoy has faced several hardships in recent years. Along with serving time behind bars, the rapper has also dealt with mental health challenges linked to the painful experiences in his life.
His music has often given listeners insight into that pain. During a recent appearance with Funny Marco on Open Thoughts, YoungBoy opened up even further about what he has been going through.
During the conversation, YoungBoy revealed that he no longer plans to live in the United States. He confirmed that he currently resides in South Korea. Although he did not share why he chose that country, his comments suggest he is ready to leave his life in America behind.
Funny Marco asked YoungBoy whether he might ever move back to the United States. The rapper responded with “never in life,” though he admitted that he could return for a visit someday.
Before relocating, YoungBoy lived on a ranch in Utah, where local residents had gradually started becoming more comfortable with him. His new home in South Korea now places him in a completely different cultural environment.
Adjusting to such a major change may not be easy, but YoungBoy has shown his strength and appears confident about where he wants to live. After experiencing so much pain in the United States, he seemingly feels more comfortable keeping his distance.
The move also comes as he deals with serious health concerns involving his heart. The condition remains an ongoing concern, and we hope the artist receives the support he needs as he continues facing this difficult medical situation.
