ravis Scott is difficult to pin down – literally, for an interview or a photographic shoot, but also ideologically. He eschews and evades easy categorisation. Sure, he’s a musician – he has one of the highest profiles of a new generation of rap artists. Yet to see Scott as just that is to miss the point: whether creating a McDonald’s meal - he is the first celebrity to have one named after him since Michael Jordan in 1992 – performing a virtual concert on gaming platform Fortnite, or remaking himself as a modern media mogul, Scott embodies creativity in the 21st century. While somehow juggling an aura of mystery with a stratospheric level of fame, he matches a hazy, autotune-inflected musical output that defines the sound of modern hip-hop with a creative auteurship that goes beyond hit singles. Scott’s creative collective Cactus Jack
