Travis’ most successful moments came outside of music this summer has been a major influence on him for years and this was a long time coming. The blowback for her performance is going too far. Maybe that’s why Travis’ core fans are so repelled by it? As Travis told Zane Lowe, M.I.A. She brings a much-needed switch-up to the overall energy of the song and she gives Travis a new stylistic texture to bounce his familiar tones off of. Her vocals do stick out from the flow of the rest of the song, but it sounds like that might be more of a mixing issue than anything. Scrolling through the comments from fans this afternoon, one trend stood out: people are criticizing M.I.A.’s performance on “Franchise.” Maybe young Travis Scott fans aren’t familiar with her work and they’re thrown off by her unique style, but M.I.A. After Travis’ McDonald’s and Fortnite collaborations, it looks like he’s not slowing down when it comes to brand endorsements. Nike gets a mention in the song and an appearance in the video. Corny lines like “When we open gates up at Utopia (It’s lit), it’s like Zootopia” don’t help. It sounds like a cool album cut, but outside of the visuals, it lacks the excitement we’d expect from a song that’s being rolled out like it’s a single from a new album. Travis is praised for pushing the limits of hip-hop production, so on a new single, you would expect him to usher in a new sound or draw some kind of a line in the sand and introduce a new sonic chapter in his career. The Dem Franchize Boyz reference is a nice touch, but there’s nothing particularly catchy or quotable to latch onto. on it, you would think it wouldn’t sound so ordinary. I might have to reconsider this take when we finally get a chance to hear this song in a crowd with thousands of people, but right now it feels like it’s missing something.
The song gets the job done in service of the music video, but it doesn’t come close to living up to the spectacle of the visuals. wearing hundreds of flowers while thousands of sheep stampede around her. It’s the coolest opening sequence of a music video in 2020, and the rest of the visual is strong, down to M.I.A. In the first shot, Jordan drives through the front gates of his estate in a Range Rover while smoking a cigar. The “Franchise” music video, directed by Travis Scott and White Trash Tyler, was filmed at Michael Jordan’s Chicago mansion. Nolan raved about the video in a letter, which Travis shared with his fans.
On Friday at midnight, the song arrived with a music video that will be screened in IMAX theaters during showings of Christopher Nolan’s new film Tenet. Then he unveiled gorgeous single artwork created by Condo. Before the arrival of “Franchise,” Travis excitedly tweeted about how American visual artist George Condo was "downstairs painting with da wine on tilt” while he was upstairs making music. And in the years to follow, he’s repeatedly shown how much he cares about the visual presentation of his music. “I never produce a song, whether writing it or making a beat, and give it a wack visual,” Travis Scott told Billboard in 2013.
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