Travis Scott become Hip Hop’s largest brand in 2020 through expensive agreements. Even after three years without an album, La Flame makes everything he touches gold.

Complex recently asked 18–34-year-old Americans to determine who they thought was the most important individual in young culture. Travis Scott was the top answer.

Interviewees praised his community outreach, sincerity, brand affiliation, adaptability, and proximity to Kanye West and Kylie Jenner.

“It’s that Kardashian-Jenner effect,” said 28-year-old Fallon in Texas.

Another said, “He has a mad range of influence across all subjects. He has more than one.”

Travis Scott earned over $100 million in 2020 from corporate collaborations and branded items, according to Forbes’ 30 Under 30.

In 2020, the Houston hero started the McDonald’s celebrity meal fad, earning $5 million and $15 million in Mickey Dee’s merch sales.

Other partnerships included Mattel, Nike, PlayStation, and Fortnite. Scott debuted his fragrance, CACTI hard seltzers, and Cactus Farms cannabis.

Travis Scott’s trek to Utopia is back in focus as ASTROWORLD turns three in August. After all, his music will feed his influence machine.