There’s no doubt that music and pop culture influences the youth, and really everyone for that matter. But, it especially influences those that consume the most media: 18 to 34-year-olds, aka Gen Z and Millenials (which are considered youth in this case). In a recent study done by Complex, it was found that Travis Scott is the most influential person in youth culture in America.
This doesn’t come as a surprise after the various brand deals, new music, collaborations, products, events, and more that have come from the artist slash entrepreneur in recent years.
The interviews from the study revealed various reasons as to why Travis Scott was chosen by the people. First off, his multi-dimensional skills and quality are undeniable and inspiring. But his authenticity, consistency, and outreach is what truly connects with and influences others. Through this, Scott has built a solid foundation of trust with his fans, whom are easily persuaded to try the brands he reps or the products he puts out.
Travis Scott was deemed most influential person by Complex in their Complex Collective study on youth culture
A 19-year-old that was interviewed by Complex stated, “his influence is on another level because he rarely takes L’s.” Likewise, an older interviewee from the same hometown as Travis Scott states, “he has small town hero vibes. He has a way of giving back to the younger generation.”
This nomination comes after an incredible past few years for Travis Scott. He has collaborated with numerous of the most influential brands including McDonald’s, Playstation, Reese’s, Nike/Jordan, Fortnite, and much more. In fact, in 2020 alone, Scott made $100 million from partnership deals.
Music-wise, Scott’s lead single from ASTROWORLD, titled “SICKO MODE,” hit #1 on Billboard’s Hot 100 and stayed on the chart for a whole year. That’s also not to mention the many hit singles and successful features since the beginning of his career. Additionally, his clothing line ‘Cactus Jack’ has seen huge success with younger generations. And not to mention his venture into cannabis and alcohol with Cactus Farms and his new spiked seltzer, ‘Cacti.’
Image via @travisscott on Instagram
We could go on, but I think the point is very clear, Travis Scott is winning. And there’s nothing hinting that he’s going to slow down anytime soon.
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