Side Hustlers: Artists and the Brands They’ve Created

Sarah Stukalin

With social media taking over the marketing and promotion scene, many artists have found new ways to get creative with their brand. Take Travis Scott: the Houston rapper has found a way to put his name on everything from sneakers to cereal, but one brand has sent fans over the edge.

In March of 2021, Travis Scott dropped his long-awaited alcoholic seltzer “Cacti.” Made to compete with the likes of White Claw and Truly, Cacti includes unique flavors such as strawberry and pineapple. The hype surrounding the drop of the seltzer was enormous, but did it live up to the hype?

Like many brands put out by celebrities, the hype seemed to carry Travis Scott’s seltzer, with the drink having only 3/5 stars on Google and multiple reviews stating the seltzer is not worth it. However, to many people, the taste does not seem to matter when the brand has been created by an artist they know and love; especially an artist like Travis Scott with multiple brand deals across the board.

This is not the first time an artist has done a brand deal with an alcohol brand, as Diddy is widely known for promoting Ciroc, and Jay-Z owning a brand of Cognac. And while these drinks may not have the best reviews, the hype surrounding the artists promoting and distributing them carries them forward, after all, who doesn’t want a drink with a little extra Sicko Mode?

Check out this playlist that celebrates artists and the unique brands they’ve created here!