Cross-entertainment partnerships are becoming the new way to go, and Travis Scott is spearheading this movement. After working with Nike, Fortnite, Reese's Puffs, and even McDonald's (with all of these campaigns being successful and making history), he is now aiming to re-join the gaming server with none other than Sony.
On October 23, Playstation announced that Travis Scott would be joining the Playstation family as a creative partner. They stated that they "heard Travis is a huge Playstation fan, [so they] started a conversation with him that led to this unique partnership." They are planning on collaborating with Travis and his Cactus Jack brand to produce innovative projects.
A video featuring Travis Scott in front of a massive gaming setup, and several other people who worked on developing different aspects of the PS5, has also been released.
What Should We Expect From This Partnership?
It is currently unclear what kind of projects Sony has lined up with Scott’s Cactus Jack brand and the information given does not say much. Nevertheless, Travis Scott announced that he is "looking forward to being able to showcase everything that Cactus Jack has worked on with Sony and the PlayStation team." And that most importantly, he is "excited to see how the PlayStation fans and family respond and [he] looks forward to running some games with everybody very soon!"
Travis is an innovative, surprising, and boundary-pushing artist, very much like the PlayStation brand, so we expect this union to be successful. He was Special PS5 editions, themed controllers, and themed hardware and software are also options.
He was a key test case and a very successful proof of concept for Sony Music testing the waters in the gaming world and collaborating more closely with its sibling, Sony Interactive Entertainment.
We expect so much more to come. It is still the early days of Sony creating cross-entertainment synergies between companies, as well as the early days of the music industry integrating into gaming. While details are thin on the ground at this stage, we are interested to see where this partnership is going, and we could expect to see more collaborations with other influential artists in the future.
Due to the nature of this event, which closes the gap between artists and fans through technology, we expect more artists, actors, athletes, and other celebrities to enter into partnerships of this style soon. So keep an eye on your favorite celebrities! You might end up meeting the virtual band Gorillaz in a GTA 5 server!
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