Are you selling the VIBE? Here's why EXPERIENCES are the new products!
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| Today, allow me to share some insights about this American rapper and singer-songwriter. Keep reading below to know more. Are you selling the VIBE? Here's why EXPERIENCES are the new products! Imagine yourself attending a one-of-its-kind concert… The lights go out… Then, the bass hits—not just in your ears, but in your chest… For a few seconds, it no longer feels like a concert. Instead, it feels like you’ve stepped inside someone else’s imagination—loud, immersive, and strangely intentional. Well, for one, that’s not an accident, but a strategy. … and behind that strategy is one of the most polarizing, influential, and commercially savvy artists of the modern era: Travis Scott!
Born Jacques Bermon Webster II in Houston, Texas, Scott grew up between two worlds: Spending time in suburban Missouri City with his grandmother before moving back with his parents to a middle-class neighborhood. His early exposure to music, especially through his father and grandfather (both musicians), laid a foundation for his music career. However, it wasn’t a straight line to stardom. He dropped out of college, moved to Los Angeles, and struggled financially while chasing production opportunities. His early projects— ”Owl Pharaoh” and “Days Before Rodeo” —gained underground traction… but it was his debut studio album, “Rodeo,” that formally introduced his signature sound: Music built as much on atmosphere as on lyrics. Then came the turning point… In 2018, he released “Astroworld,” a project named after a now-defunct Houston amusement park. It wasn’t just an album. Rather, it was a theme park of sound, a nostalgic and cinematic world fans could step into. That’s when it became clear: He wasn’t just making music; he was also building experiences. To understand Scott’s business genius, you have to zoom out. After all, he doesn’t operate like a traditional rapper; he operates like a lifestyle company. His brand is cohesive:
Basically, everything connects—music, merchandise, stage design, collaborations, and social media tone. Nothing feels random. That consistency is branding discipline at the highest level. Let’s take a look at the marketing lessons we can learn from him:
Here’s the thing: No discussion would be complete without acknowledging the 2021 Astroworld Festival tragedy, where a crowd surge led to multiple deaths and injuries. The incident sparked widespread legal battles, public scrutiny, and hard questions about event safety and responsibility. From a business perspective, this underscores another lesson: Brand equity is fragile. Years of hype and growth can be shaken overnight. Crisis management, accountability, and long-term trust rebuilding are as crucial as innovation and marketing. The Bigger Takeaway Love him or criticize him, Scott represents something bigger than music. He represents:
Basically, he didn’t just build a discography; he built a universe. … and in today’s crowded market, the brands that thrive won’t just be the loudest; they’ll be the ones bold enough to create worlds people want to step inside. Hope you’ve found this week’s topic interesting and helpful. Stay tuned for next Monday’s Marketing Marvels! This musical duo built a successful career by revealing very little about themselves. Learn more about Daft Punk in next week’s article! |
Miles Everson
CEO of MBO Partners and former Global Advisory and Consulting CEO at PwC, Everson has worked with many of the world's largest and most prominent organizations, specializing in executive management. He helps companies balance growth, reduce risk, maximize return, and excel in strategic business priorities.
He is a sought-after public speaker and contributor and has been a case study for success from Harvard Business School.
Everson is a Certified Public Accountant, a member of the American Institute of Certified Public Accountants and Minnesota Society of Certified Public Accountants. He graduated from St. Cloud State University with a B.S. in Accounting.
