How To Leverage The 4 Ps Of Marketing
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Travis Scott was recently featured in a Forbes piece by Abe Brown. Where we learned that the Cactus Jack Head Huncho and Houston native is on a path to make around 100 million dollars this year — solely — from strategic partnerships.
Although Travis Scott does have the backing of a cult-like following, this accomplishment shouldn’t be viewed as an anomaly. Rather, it should serve as a blueprint for artists looking to leverage their marketability.
Major companies are rethinking their brands and Travis Scott is helping to redefine how corporations interact with hip hop. If this trend continues, more companies are likely to follow as other brands are looking to capitalize off of the music industry’s appeal to the youth.
For decades, celebrities have translated their renown into remunerative gigs as corporate shills. Then, for much of this century, fame instead yielded entrepreneurial opportunities far more lucrative than typical endorsements.
Scott, to successful effect, has pursued a hybrid model in which he’s working with and within big brands, but in ways where he’s telling them what to do or say, rather than the reverse.
“Those guys are allowing us to really dive in and…
