AGGRO DR1FT expands the Travis Scott branded universe
thefader.comIf you were one of the few people who caught an IMAX screening of Christopher Nolan’s Tenet when theaters were still largely locked down, you might have seen the music video for Travis Scott’s song “Franchise” ahead of the film.
The fawning IMAX press release makes the short video clip sound like a banquet for the senses, boasting of “powerful precision sound and the highest quality crystal clear imagery on the biggest screens.” The collaboration speaks to how Scott has positioned himself as an artist: more than the music, the Travis Scott brand is about visual spectacle.
Almost every move he makes is an attempt to one-up not just his own image, but that of the entire rap game, by constantly accelerating the blockbuster scale of his work and generating an almost religious feeling of awe in his fans as they lose themselves in a furnace of pure rage.
More bodies in the crowd, more speakers, more money spent, more everything. It’s not enough for Travis Scott to simply make a movie, it has to be filmed in IMAX with surround sound.
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