Sony Interactive Entertainment announces strategic creative partnership with rapper Travis Scott

Partnership kicks off with video created by Travis Scott.

Sony Interactive Entertainment announces marketing partnership with rapper Travis Scott

Sony Interactive Entertainment has announced a strategic creative partnership with rapper Travis Scott and his Cactus Jack brand.

“We heard Travis is a huge PlayStation fan, so we started a conversation with him that led to this unique partnership,” said Sony Interactive Entertainment worldwide marketing senior vice president Eric Lempel in a PlayStation Blog post. “Through our mutual passion for gaming and creativity, we plan on collaborating with Travis and his Cactus Jack brand to produce innovative projects that we hope will delight our collective fans.”

Lempel continued, “Travis’ deep knowledge and fond memories about PlayStation as a brand, our products, and games will inspire his work with us from start to finish. He is an amazing creator, and we strive to work with the best creative minds inside and outside of our industry to continue to surprise the world in a way that only PlayStation can.”

Travis Scott added, “I’m really looking forward to being able to showcase everything that Cactus Jack has worked on with Sony and the PlayStation team. Most importantly I’m excited to see how the PlayStation fans and family respond, and I look forward to running some games with everybody very soon!”

A video created by Travis Scott was also published alongside the announcement, which features a few of the key people that worked on different aspects of the PlayStation 5 console, including Hideaki Nishino (Sony Interactive Entertainment platform planning and management senior vice president) and Yasuhiro Ootori (Sony Interactive Entertainment hardware design division mechanical design department vice president).

Watch the video below.

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