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Sony taps Travis Scott for a PlayStation 5 strategic creative partnership

Sony announced a new partnership with rapper and producer Travis Scott, bringing him as their new “strategic creative partner” for PlayStation 5. The new partnership includes a video featuring Scott and his brand Cactus Jack, as well as the PS5 console and its controller. Sony notes that it approached Scott after learning that he is a PlayStation fan.

The new partnership was announced by PlayStation senior vice president of worldwide marketing, Epic Lempel, on Friday. According to the announcement, Sony’s PlayStation team will collaborate with Scott’s Cactus Jack brand to “produce innovative designs” related to the new PlayStation 5 console.

The announcement included a video produced by Scott (above) that simply shows him hooking up the PS5 console connected to an entertainment system with very large speakers. It is unclear what kind of projects the team may have underway, but Scott offered a statement on the new deal, stating:

I’m really looking forward to being able to showcase everything that Cactus Jack has worked on with Sony and the PlayStation team. Most importantly I’m excited to see how the PlayStation fans and family respond, and I look forward to running some games with everybody very soon!

The PlayStation 5 console was officially launched weeks ago and is now available for pre-order. The console offers a substantial improvement in graphics compared to the PS4, but with a type of retro-futuristic design that some say is a downgrade from the existing console. The PS5 Digital Edition costs $ 399.99 and the regular version (which includes a disk drive) costs $ 499.99.

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