Rapper Travis Scott has many talents. He writes, produces, and performs music, with notable hits like "Sicko Mode" and "Antidote." Scott also has his own record label, Cactus Jack Records.
Beyond the music industry, Scott has designed clothes and shoes, collaborating with major brands like Nike.
In April 2020, Scott hosted a series of free virtual concerts on the popular video game Fortnite. Over 27 million fans tuned in and the three-day event led to a massive boost in Cactus Jack merch sales, Forbes reported.
Most recently, Scott partnered up with McDonald's to create the $6 Travis Scott meal— a Quarter Pounder with cheese, bacon, and lettuce, and medium fries with BBQ Sauce, and a Sprite. McDonald's released the meal on September 8 and it will be available until October 4.
Around the same time, Scott released Cactus Jack merch inspired by McDonald's. Some items included a $250 pair of denim shorts and a $90 body pillow in the shape of the chicken nugget. Scott also stars in a commercial about the meal.
Business Insider obtained a survey of more than 700 members of McDonald's independent National Operators Association stating that many franchisees opposed the deal because of some of Scott's more explicit lyrics.
In an interview with Business Insider, McDonald's Chief Marketing Officer Morgan Flatley said that the brand collaborated with Scott to reach a younger audience.
"His ability to kind of see where culture is going and have a hand in where culture is going is really unique," Flatley said.
Here's how Travis Scott built his brand and makes his fortune.
Musician Travis Scott has an estimated net worth of about $39.5 million, per Forbes. His revenue comes from a combination of producing music and merch, touring, and partnering with major brands like Nike and MLB team Houston Astros.
Sources: Forbes
Scott grew up in Houston, Texas. He comes from a family of musicians and has been involved with music since high school. He attended the University of Texas at San Antonio for two years before dropping out to focus on his career.
Source: Rolling Stone, GQ
Scott was in a relationship with Kylie Jenner from April 2017 to October 2019. The two share a child, Stormi Webster, who was born in February 2018.
Source: Insider
Scott signed with Epic Records in 2012 and released his debut album, "Rodeo", in 2015. In 2016, he released "Birds in the Trap Sing McKnight," followed by "Astroworld" in 2018. His 2019 Astroworld tour grossed $53.5 million.
Much of Scott's income comes from his collaborations with major brands. In September 2020, he announced a month-long partnership with McDonald's.
Source: Forbes, Business Insider, Forbes
The collaboration includes Scott's new McDonald's-inspired merchandise under his label, Cactus Jack, custom t-shirts for employees, the $6 Travis Scott meal, and a new advertisement featuring Scott and his version of the fast-food chain's signature jingle.
Source: Business Insider
While Scott's deal is the fast-food chain's first celebrity meal deal since Michael Jordan's 1992 McJordan burger, it's certainly not Scott's first partnership. Scott has made deals with brands across fashion, food, and entertainment.
Source: Variety
In April 2020, Scott held a concert series within the video game "Fortnite." More than 12 million players watched the first night. While the concert was free, the virtual Scott-themed merch in the game was not. Billboard predicts that with a typical revenue share between Fortnite and Scott, he likely made about $2.5 million from virtual merch sales.
Source: Business Insider, Billboard
More than 27 million players participated in the event across three days, which boosted Scott's Cactus Jack merch sales, per Forbes.
Source: Forbes
In 2019, the rapper partnered up with General Mills to design a box of Reese's Puffs, USA Today reported. The $50 limited edition boxes sold out in 30 seconds, according to the company.
Source: USA Today, Reese's Puffs/Twitter
Scott collaborated with minimalist fashion brand Helmut Lang in January 2017 to design clothing. This capsule collection contains 19 pieces, including shirts, shoes, denim, and jackets ranging from $175 to $1,715.
Source: Vogue
Scott is also known for his many collaborations with Nike since 2017. He has redesigned iconic Nike styles like the Air Force 1, the Jordan 6, and the Dunk.
Source: GQ, Sneakers Magazine
In 2019, Scott collaborated with his hometown team, the Houston Astros, to design a limited edition baseball cap.
Source: KHOU 11
The producer and performer has been nominated for seven Grammy's since 2013. In 2018, Scott's "Astroworld" sold 270,000 copies and 349 million streams. Two years earlier, "Birds in the Trap Sing McKnight" sold 88,000 copies during its debut week.
Source: Grammy Awards, New York Times, Rolling Stone
In 2019, Scott received backlash for performing at the Super Bowl following Colin Kaepernick's NFL protests. In partnership with the NFL, Scott donated $500,000 to Dream Corps, a nonprofit organization, and other initiatives.
Source: Vox
Scott spends a significant chunk of his fortune on real estate. He purchased a $23.5 million mansion in Los Angeles' Brentwood neighborhood, Variety reported in June 2020. In 2016, he bought a house for his parents in Houston.
Source: Variety, Rolling Stone, Hypebeast