Yesterday, Travis Scott celebrated his 2nd 'Astroversary'

His come up since that album is still impressive as hell:

• three #1 songs
• his own music festival
• Super Bowl halftime show
• Netflix special
• Fortnite collab

He would have headlined Coachella this year too.

He promoted Astroworld before his 2016 album Birds in the Trap Sing McKnight even dropped.

Classic example of the Osborne Effect - announcing a future product too far in advance, which can stunt existing products.

I thought he played it wrong, but he got it right.

I started calling him hip-hop's growth hacker.

He mastered the merch drops and album bundles, exploits Billboards ridiculous rules, and hides his festival lineups to drive more demand for his personal brand.

Here's what I wrote in February:

Here's a thread from February on all his growth hack tactics: https://twitter.com/RuncieDan/status/1230516034991349762?s=20