Travis Scott has erected billboards for his next album, Utopia, along the Interstate 10 in So-Cal, a marketing move very clearly targeting Coachella attendees slated to begin arriving in Indio, California this Friday.

Utopia's rollout has faced long delays in the face of fallout from Scott's Astroworld festival, where 10 people died in a crowd surge during the rapper's performance. The album's new release date has yet to be confirmed, though Scott's marketing push certainly suggests it's imminent.

The series of four billboards advertise Scott's Cactus Jack logo along with phrases including "PSST," "Looking for UTOPIA?" and "WRONG WAY" — a message that may have been decided on before Coachella canceled Scott's performance, as it appears on the highway headed away from the festival.

Of course, the question remains: is it too soon for Scott to re-enter the proverbial chat?

In the five months following Astroworld, the musician has divided the public on his — or rather, his PR reps' — approach to crisis management.

There was his Instagram Live addressing the fatalities, a clip that was widely mocked for Scott's seemingly hollow display of emotion. Then, in his first post-Astroworld interview, he claimed he was unaware anyone had died during his concert until "minutes before the press conference."

Combined with his legal team's denial of responsibility in the tragedy, Scott's response to the magnitude of what went down seemed largely disingenuous.

Most recently, though, Scott launched Project HEAL, a multi-tiered charitable initiative that, in part, will help address event safety. (A commendable effort, to be clear.)

It's been less than a year since Astroworld claimed the lives of 10 attendees, a tragedy that the victims' families are surely still struggling to process. Forget any debate surrounding Scott's liability — the move to ostentatiously promote his music mere months after disaster (on the way to a music festival, no less) strikes as insensitive.

What To Read Next

  • Image on Highsnobiety

    At Bally SS23, Rhuigi Villaseñor Strikes Gold

  • Image on Highsnobiety

    Leave It to A$AP Rocky to Make the Western Tuxedo Look Cool

  • Image on Highsnobiety

    Bottega Veneta SS23 Is Full of Moods

  • Image on Highsnobiety

    HAL STUDIOS & ASICS Go Forest Mode

  • Image on Highsnobiety

    Ferragamo Enters Its Sexy Era Under Maximilian Davis

  • Image on Highsnobiety

    All Things Julia Fox at Highsnobiety's Milan Fashion Week Party

*If you submitted your e-mail address and placed an order, we may use your e-mail address to inform you regularly about similar products without prior explicit consent. You can object to the use of your e-mail address for this purpose at any time without incurring any costs other than the transmission costs according to the basic tariffs. Each newsletter contains an unsubscribe link. Alternatively, you can object to receiving the newsletter at any time by sending an e-mail to

Web Accessibility Statement

Titelmedia (Highsnobiety), is committed to facilitating and improving the accessibility and usability of its Website, Titelmedia strives to ensure that its Website services and content are accessible to persons with disabilities including users of screen reader technology. To accomplish this, Titelmedia has engaged UsableNet Inc, a leading web accessibility consultant to help test, remediate and maintain our Website in-line with the Web Content Accessibility Guidelines (WCAG), which also bring the Website into conformance with the Americans with Disabilities Act of 1990.


Please be aware that our efforts to maintain accessibility and usability are ongoing. While we strive to make the Website as accessible as possible some issues can be encountered by different assistive technology as the range of assistive technology is wide and varied.

Contact Us

If, at any time, you have specific questions or concerns about the accessibility of any particular webpage on this Website, please contact us at, +49 (0)30 235 908 500. If you do encounter an accessibility issue, please be sure to specify the web page and nature of the issue in your email and/or phone call, and we will make all reasonable efforts to make that page or the information contained therein accessible for you.