Step right up and enter the Travis Scott Merch Multiverse, the reality-bending realm that has seen the hip-hop superstar transform himself into the king of self-promotional, cross-industry collaboration. Now, Scott is adding a new product to his roster. Somehow it’s even grander than a T-shirt, a Big Mac meal, a Fortnite concert, a brand of hard seltzer, or a pair of Jordan 1’s: a whole entire movie co-signed by the internet’s favorite production company, A24.
As Variety reported yesterday, Scott’s Cactus Jack Films has signed a deal with the company to produce movies (yes, plural), starting with a project Scott teased on Instagram: he posted a photo of the “first draft” script, its cover conspicuously stained with a coffee cup ring and what seems like a few drips of red wine. (Cue a sentient Drake whisper from the rafters: “You can see the album hours under my eyes,”) Though the title is blacked out in marker in the shot, Scott’s reps confirm that the project will be called Utopia, also the name of Scott’s upcoming album. In the script’s top right-hand corner is A24’s logo in the style of Scott’s Cactus Jack emblem—a bit of tangible brand identity that surely indicates there’ll be some collab memorabilia on the way.
Both A24 and Scott—who apparently once hosted screenings of the A24-produced movie Waves at his house—understand the power of merchandising, and have made it an innate part of their brands. (Of course, the collaboration raises the philosophical question: can a movie be a form of merch in itself? See also: Space Jam.) In turn, we can’t help but speculate as to what kind of Travis Scott x A24 wares we’ll see in the near future. Certainly, there’ll be some covetable wearables. Will Utopia follow in the footsteps of other A24 flicks like Midsommar and Uncut Gems and get a heady Online Ceramics T-shirt collab? Perhaps there’ll be a Planet Hollywood-inspired letterman jacket you can wear to the theater to watch the movie, or a full quar-core Cactus Jack-branded Snuggie to curl up on the couch in while you stream it? In the Multiverse, anything goes.
Originally posted 2021-08-03 21:34:18.