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.
Zara Larsson has indicated that she may have cancelled her December 3 appearance at the Formula One Abu Dhabi Grand Prix. The singer initially confirmed that she would not attend, before removing the comment and sharing a more detailed explanation of why the performance no longer feels right for her.
The Swedish star was scheduled to take the stage at Etihad Live on Yas Island during the Yasalam After-Race Concerts. Zara and Lewis Capaldi were due to launch the weekend’s entertainment. However, supporters encouraged her to reconsider the booking because of concerns surrounding the United Arab Emirates’ reported connections to Sudan’s Rapid Support Forces, a paramilitary organisation accused of committing atrocities during the nation’s civil conflict.
A fan commented: “Please read about what UAE is doing to Sudan then cancel your Abu Dhabi show!” Zara responded: “I will not be going to Abu Dhabi.” Fans later realised that both comments had been removed.
She then shared that she had been considering what it means for her, as an artist, to perform in particular countries.
The Midnight Sun singer explained: “I think about that a lot in my life as an artist… I wanna perform and spread joy and music for people in every country, because no single person is their government.
“I’ve met so many wonderful people from every corner of the world and I know this to be true in my heart. I love people, and I love my fans soooo much.”
Zara acknowledged that her original comment “maybe came off as an impulsive response,” but explained that she had given the booking serious thought. She now believes withdrawing is the decision that “aligns with me the most right now, for many different personal reasons beyond politics.”
She continued: “Maybe I’ll delete both comments and do a better statement soon. I hope to sing with you in the beautiful future!”
