The long-awaited Travis Scott album "Utopia" has been dropped after a long time and the whole hip-hop world looked at the release. Since his Astroworld album was released in 2018, we really had to wait for a new one and most fans thought that Utopia would never come out!
But after an almost 6-month celebrity, Travis Scott managed to release another album. The listeners had different opinions, some say it was just an astroworld clone, others think it is the album of the year. How do you feel about it?
I actually think the sound is quite good, the features like Drake and The Weeknd delivered and musically you can tell that Kanye West was on the mixing and mastering - which I personally find very strong when you look at the past of the two.
How was the promophase built?
It started with the Nike Mac Attack X Travis Scott, in which some Utopia elements have already been installed, he has already worn the sneaker at various concerts, and privately. On July 28th, his first single came as a coupling of the album on every streaming platform and with a music video on YouTube: At that time, no features or the like were announced, but it was clear with Bad Bunny and The Weeknd that Utopia was a strong line Up would get. Travis Scott and his bodyguards were also spotted again and again with a brown utopia suitcase, which was also the case of the release of the album.
The PR team then shot down the bird completely with the Circus Maximus Trailer and made an entire film! The 30-second excerpt left a lot of scope for interpretations and the complete film was shown in the album release in selected cinemas.
The online shop of Travis Scott promoted was also promoted in the same period, here there were many mercharts to buy such as T-shirts, hoodies and even the utopia bridle case for the album release. Even with the Fashion Brand St. Michael there was a collaboration! The coolest item was clearly the Utopia Air Force One, a simple sneaker with inscription. In addition, vinyl records, posters and many other little things came on the website.
My conclusion about the release
I am a normal Travis fan and found the album, for what it should be, quite solid. A few tracks have not picked me up, but the Drake feature already has a classic potential for me. The engineering of the songs is extremely good, personally even the best of Travis so far and you can see the influence of Kanye West, Pharrell Wiliams and Metro Boomin.
All in all album 7/10.