Travis Scott developed into Hip Hop’s biggest brand in 2020 through numerous lucrative partnerships. Even without dropping an album in over three years, La Flame seems to turn every product he touches into gold.

In a recent study conducted by Complex, the publication interviewed a series of people ranging from ages 18 through 34 across America regarding who they believed to be the most influential figure in youth culture and Travis Scott was indeed the number one answer.

Those interviewed cited reasons such as his community outreach, authenticity, brand association, versatility and being adjacent to pop culture deities Kanye West and Kylie Jenner.

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

Another added, “He has a mad range of influence across all kinds of subjects. He isn’t just limited to one or two.”

Covering Forbes’ 30 Under 30 issue, Travis Scott reportedly raked in north of $100 million in 2020 through corporate partnerships and branded merchandise.

The Houston hero kicked off the new trend of celebrity meals at McDonald’s in 2020, which saw him take $5 million from McDonald’s and another $15 million in Mickey Dee’s-branded merch sales.

Other partnerships included deals with Mattel, Nike, Sony PlayStation and Fortnite. Scott also launched his own fragrance, CACTI hard seltzers and Cactus Farms cannabis.

Travis Scott Became Hip Hop's Biggest Brand In 2020, But Will The Music Match His Star Power Going Forward?

With ASTROWORLD turning three years old in August, all eyes are back to Travis Scott’s journey to Utopia. After all, it’s his music that will continue to be the fuel in his influence machine.