Music

After a five-year album hiatus and a deadly festival tragedy in 2021, Travis Scott is back in the public eye with his long-awaited new album Utopia out today (July 28).

Scott originally planned a grand entrance for the album via a concert at the Pyramids of Giza in Egypt, but the event was officially canceled earlier this week (July 26) due to “complex production issues,” according to a statement from Live Nation Middle East. However, Scott took to Twitter to reassure fans that the show will happen at a later time. “Egypt in the pyramids will happen but due to demand and detail logistics they just need a bit a time to set lay on lands. I will keep up posted on a date which will be soon love you alllll,” he wrote.

Between briefcases, billboards, and pyramids (or lack thereof), the 32-year-old showed off his knack for going above and beyond for his album promotion with the Utopia rollout. Earlier this summer, artists like Bad Bunny and The Weeknd (who are both featured on the album’s first single “K-POP”), SZA (who is featured alongside Future on “TELEKINESIS”) and Mike Dean (who mastered the album) had been spotted with brown Utopia-marked briefcases. Cryptic billboards promoting the album were also seen around Los Angeles last month. This past week, Scott also revealed five grainy album covers featuring men wearing white colored contacts — who, fans suspected, might represent song features due to their loose resemblance of Kendrick Lamar, Tyler, the Creator, Juice WRLD, Baby Keem and Lil Baby. (None of these artists are on the album.)

Beginning last night (July 27), Scott premiered an album film titled Circus Maximus in select AMC theaters. Directed by the musician along with five additional directors, Scott “takes his audience on a mind-bending visual odyssey across the globe, woven together by the speaker rattling sounds of his highly anticipated upcoming album Utopia,” reads AMC’s website. “The film is a surreal and psychedelic journey, uniting a collective of visionary filmmakers from around the world in a kaleidoscopic exploration of human experience and the power of soundscapes.”

Billboard attended the film screening last night. Here’s what we gathered.

Free merch

Fans were gifted free Circus Maximus t-shirts upon checking in at the theater. The shirts are black with the Cactus Jack and film’s logo on the front and back, respectively. Scott also revealed that some of them were hidden in theaters, sending fans on a scavenger hunt.

Scott’s inner thoughts

Circus Maximus begins with Scott being choked by an octopus, before transforming into a new version of himself. He then climbs a mountain to meet with producer Rick Rubin, who engages him in a conversation about his feelings as of late. Rubin tells Scott that he’s come a long way and acknowledges that the rapper has experienced tragedy, seemingly alluding to the deadly crowd crush that killed 10 people at his Astroworld Festival in 2021. At times, Scott seems flustered. He quickly deflects the topic, saying he didn’t visit Rubin to discuss that, though he shows remorse about the situation later on when asked, “How’s home?” “Home ain’t been the same in a while,” Scott replies. “I hear echoes half the day.”

Scott’s conversations with Rubin occur in the first half of the film, and are sandwiched between cinematic music videos of him in different countries. In one clip, he’s a part of what looks like an acrobatic trick, where people are standing on each other’s shoulders to help a child climb out of a hole. The camera shows a close-up of Scott straining under the pressure, a possible metaphor for the weight he’s felt over the past few years processing his grief and figuring out how to move forward with his career. However, other scenes are more jovial: One scene sees him DJing a party to Utopia‘s “MODERN JAM” while in another, he’s seen riding camels and dirt bikes with people in Nigeria to the set’s “HYAENA.”

The world-building and meaning of UTOPIA

Travis Scott has become exceptional at creating worlds around his music. Whereas 2018’s Astroworld was more straightforward in concept, UTOPIA is a bit more loose in meaning and open to interpretation. For Circus Maximus — which he directed, wrote and starred in — the artist traveled to Iceland, Nigeria, Denmark, France and Italy to make sense of his personal utopia. When asked about the album, the Houston artist explains that his concept of a utopian world “is not all that pretty and confrontational,” but rather, he’s trying to transfer his energy without breaking or disrupting it along the journey. He also mentions that he’s trying to find a new way to rage.

Scott seems the most in his element during the last half of the film, when he performs a handful of UTOPIA songs at an amphitheater in Pompeii, Italy. At this point, Circus Maximus pivots from a collection of music videos and Rubin conversations to a concert film. Dressed in white and backed by a wall of speakers, dusk turns to dawn as Scott rehearses some of his new catalog in the empty historical venue.

Special guest appearances

During his performance, special guests — some of whom are also featured on the album — joined Scott to perform. Teezo Touchdown (“MODERN JAM”), Sheck Wes (“FE!N”), Yung Lean (“PARASAIL”), James Blake (“TIL FURTHER NOTICE”) and model Jazzelle all joined Scott and were thanked for their participation in the closing credits. Other artists featured on the 19-track album include Beyoncé, Drake, Young Thug, Future, SZA and Sampha. In conversation with director Robert Rodriguez (Sin City, Spy Kids) for i-D in early 2021, the Scott said that with UTOPIA he is “expand[ing] the sound. I’ve been making beats again, rapping on my own beats, just putting everything together and trying to grow it really,” he said. “That’s been one of the most fun things about working on this album. I’m evolving, collaborating with new people, delivering a whole new sound, a whole new range.”

Cactus Jack and gamma?

Circus Maximus is in association with Larry Jackson’s new media company gamma, according to the film’s closing credits. In whatever capacity that is, it doesn’t seem far-fetched, since Scott attended the company’s launch party back in March. gamma is a company that specializes in distribution, creative guidance, marketing and more. Its clientele so far includes Snoop Dogg, Usher and Sexyy Red.