Highsnobiety

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.

Your Highsnobiety privacy settings have blocked this Instagram post.

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.

Your Highsnobiety privacy settings have blocked this Twitter post.

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.

We Recommend
  • Travis Scott's Signature Jordan Shoe Is Finally Here With a Wild Launch
    • Sneakers
  • Travis Scott's New Nike Sneaker Looks Familiar
    • Sneakers
  • Travis Scott's Signature Jordans Are Finally Dropping. Do Sneakerheads Care?
    • Sneakers
  • Cactus Jack x Audemars Piguet Proves Travis Scott's Midas Touch
    • Style
  • There's *Another* New Version of Travis Scott's Unreleased Jordan Shoe
    • Sneakers
What To Read Next
  • Veja's New Running Shoe Is a Surprisingly Slick Crossover Sneaker
    • Sneakers
  • The Trader Joes Tote Bag Is No Stanley Cup
    • Style
  • Ghettotech, Bootytech, Sextech, meet the Detroit trio HiTech
    • Culture
  • Kendall Jenner in Business Bottega Is Best-Dressed Material
    • Style
  • 2024, the Year of the Beautiful Celeb Couple
    • Culture
  • A Love Letter to Ferrari's IYKYK Super Car
    • Culture
*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 info@highsnobiety.com

Web Accessibility Statement

Titel Media GmbH (Highsnobiety), is committed to facilitating and improving the accessibility and usability of its Website, www.highsnobiety.com. Titel Media GmbH strives to ensure that its Website services and content are accessible to persons with disabilities including users of screen reader technology. To accomplish this, Titel Media GmbH tests, remediates and maintains the 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.

Disclaimer

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 accessibility@highsnobiety.com, +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.