How Travis Scott built a business empire: Deals with Nike and McDonald’s see US rapper’s net worth rise to nearly US$40 million
- Scott is a singer, lyricist and producer, but lucrative collaborations with major food, fashion, and entertainment brands made him a wealthy man
- He was in a relationship with Kylie Jenner, another young successful entrepreneur, for two years. They have a child, Stormi Webster
Rapper Travis Scott has many talents. He writes, produces, and performs music, with notable hits such as 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 including Nike.
In April 2020, Scott hosted a series of free virtual concerts on the popular video game Fortnite. More than 27 million fans tuned in and the three-day event led to a massive boost in Cactus Jack merchandise sales, Forbes reported.
Most recently, Scott partnered up with McDonald’s to create the US$6 Travis Scott meal, released on September 8 and available until October 4. Around the same time, Scott released Cactus Jack merchandise inspired by McDonald’s.
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 Scott built his fortune.
Scott now has an estimated net worth of about US$39.5 million, according to Forbes. His revenue comes from a combination of producing music and merchandise, touring, and partnering with major brands including Nike and MLB team Houston Astros.
The rapper, who grew up in Houston, Texas, 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.
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.
He 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 and his 2019 Astroworld tour grossed US$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.
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.
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 merchandise in the game was not.
Billboard predicts that with a typical revenue share between Fortnite and Scott, he likely made about US$2.5 million from virtual merchandise sales.
In 2019, the rapper partnered up with General Mills to design a box of Reese’s Puffs cereal. The US$50 limited edition boxes sold out in 30 seconds, according to the company.
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 US$175 to US$1,715.
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. In 2019, Scott collaborated with his hometown team, the Houston Astros, to design a limited edition baseball cap.
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.
In 2019, Scott received backlash for performing at the Super Bowl following Colin Kaepernick’s NFL protests. In partnership with the NFL, Scott donated US$500,000 to Dream Corps, a non-profit organisation, and other initiatives.
Scott spends a significant chunk of his fortune on real estate. He bought a US$23.5 million mansion in Los Angeles’ Brentwood neighbourhood, Variety reported in June 2020. In 2016, he bought a house for his parents in Houston.