Travis Scott has long been someone who has been equally interested in music and fashion. So it was a natural fit when he debuted a much-anticipated new song with Future at a promotional event for his collab with a luxury watch company.
On Thursday (November 30), Scott appeared at a launch party for his new Cactus Jack collaboration with Swiss watchmakers Audemars Piguet.
At the event, which took place at the Domino Sugar Factory in Williamsburg, Brooklyn, Scott played a new song with Future. Fans have been referring to the track as either “Family Forever” or “Cinderella” — or sometimes both.
You can check it out below.
Travis Scott played "Family Forever" aka "Cinderella" at the Audemars Piguet x Cactus Jack event in New Yorkhttps://t.co/3Yh0bOWXIA
(via IG: roddyrogu) pic.twitter.com/Oc8r6B4WDF— HipHopDX (@HipHopDX) December 1, 2023
La Flame has actually teased this song before. He played a snippet of it at a nightclub show in 2022.
At the AP event, Scott also shared a new song with Cash Cobain:
Travis Scott and Cash Cobain previewed new music last night in New Yorkhttps://t.co/3Yh0bOWXIA
(via IG: wxllxxm) pic.twitter.com/roJzyngnxd— HipHopDX (@HipHopDX) December 1, 2023
In addition, he performed several tracks with Future.
The Cactus Jack x Audemars Piguet co-branded collection includes a $201,000 watch, as well as clothing and accessories.
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“Watchmaking, to me, is the ultimate combo of engineering, fashion, tech and design—a harmony of precision, craftsmanship and perfect timing,” Travis said in a press release. “I approached this collaboration similar to sampling or starting a beat, taking inspiration from classics while introducing innovation to push them into the future.
“I’m beyond amped about the results, a first ever for the iconic Royal Oak,” he added. “For it to be my brother Francois’ final project as CEO of AP makes it even more epic—we are sending him out with a Mega fucking epic mic drop … LETTTSSSSS GOOOOOO.”
AP’s side was equally excited.
“Travis could raise an army,” Audemars Piguet’s CEO François-Henri Bennahmias told The Business of Fashion in late November. “He’s got such a power. People follow him in a major way.”
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He added: “People will go nuts when they know that AP and Travis have made merch together. It breaks pretty much every code. Is it going to be successful? We could have multiplied the quantity by at least 10 times and still been successful.”
