Over the past three years, Travis Scott has gone from being a Kanye West-affiliated rapper and producer to a bona fide superstar, joining a short list that includes Drake, Kendrick Lamar, J. Cole, Future, Chance The Rapper and West.
Mike Dean, a veteran A&R, engineer and producer who mixed Travis’ Gold-certified 2016 album Birds In The Trap Sing McKnight, has had a front-row seat to watch the Houston native’s star rising and in a newly-published interview with Billboard to discuss his new record label, explained why, he believes, people in music are finally gravitating toward Scott’s music.
“It just takes a while for something to resonate, I think,” explained Dean. “He’s definitely doing it. He took his performance at Coachella to another level. He’s doing his own headlining arena tours.”
While it would be difficult to label Travis Scott as an “acquired taste” when most of the record industry has been adding Auto-Tune to singer and rapper vocals for the better part of the past 10 years, Dean’s suggestion that time is what has allowed more people to gravitate toward his music has plenty of merit. Scott’s rise in popularity has been fostered through intense relationship-building with a crazed fan base over a series of years, the direct result of one-of-a-kind live shows and well-received singles.
In addition to headlining his own tours, Scott will be one of two opening acts for Kendrick Lamar’s upcoming, 17-date “The DAMN. Tour,” which will kick off on July 12 in Phoenix, Arizona.