#USA #California #Beats #Travis Scott #Powerbeats Fit

Beats and Travis Scott Unveil New Campaign Film

Beats has teamed up with the global icon Travis Scott to launch an inspiring new campaign titled "DARE TO DREAM" that emphasizes vision, belief, and the power of achieving one's dreams. At the heart of this campaign is the new "Powerbeats Fit" earphones, which Travis himself uses, along with his unreleased latest track featured in the film.

The campaign’s short film draws inspiration from a tweet Travis posted on March 5, 2011, stating, "ONE DAY TRAVIS SCOTT WILL BE SOMEBODY." This tweet has since become a slogan representing his career and journey.

Fifteen years later, that pledge has transformed into reality. The film reimagines this tweet as a cinematic narrative that highlights his destiny and determination, conveying the message that one's beliefs are the very foundation of reality. Focusing on authenticity, the visuals recreate Travis's childhood bedroom, the birthplace of his creativity and dreams, and feature a special appearance by his mother, Wanda Webster.

The film opens with a young Travis wearing the original Beats Studio headphones, immersed in beat production on an Apple iMac. As he falls asleep, vivid imaginations of roaring crowds during his "Circus Maximus" tour envelop him, only to be abruptly interrupted by his mother’s voice grounding him back in reality. As he heads to school, his Powerbeats Fit earphones bridge his past and future, and when he presses the play button, Travis's unreleased track starts to play.

Travis and Beats’ partnership began in 2015 with the launch of "BeatsX" and continued with his appearance in the global campaign "Got No Strings." A decade later, their bond remains as strong as ever.

This film was made in collaboration with Larry Jackson, founder of gamma., and the acclaimed director Anthony Mandler, both of whom have longstanding creative ties with Travis. Larry’s background includes a close mentorship with Jimmy Iovine, one of the co-founders of Beats, establishing a robust creative foundation for the brand and the artists it supports. This collaboration with Travis marks a momentous new chapter in their shared journey.

To recreate young Travis, the use of advanced digital de-aging VFX technology was employed without stunt doubles, striving for authenticity.

Powerbeats Fit represents Beats’ next generation of high-performance earphones designed for artists, athletes, and creators pushing their limits. This product embodies the focus and passion that supports Travis Scott’s creative endeavors.

Travis Scott expressed, “The film depicts not just my upbringing, but the vision I held in my mind long before anyone else could see it. Beats has always been there since the story began.”

Larry Jackson from gamma. commented, “From the moment Jimmy Iovine handed me the first prototype of the Studio in 2007, Beats has consistently crafted its brand with bold imagination, leading to iconic campaigns. Being part of this new chapter with 'Dare To Dream' feels like returning to the roots. This campaign honors the 'confidence' needed to transform ambitions into reality.”

Chris Thorne, CMO of Beats, added, “This campaign captures an incredibly personal emotion. Great challenges begin with a single idea and the courage to pursue it. This belief is the root that connects Beats and Travis, marking the beginning of the story we will build together.”

You can watch the short film of this campaign here.

About Beats

Beats is a leading audio brand founded in 2006 by Dr. Dre and Jimmy Iovine, redefining sound entertainment possibilities through premium headphones, earphones, and speakers. As part of the Apple family since July 2014, Beats continues to deliver the passion and energy of recording studios and groundbreaking sound to music lovers.

About gamma.

Founded by Larry Jackson as CEO and Ike Youssef as President, gamma. redefines how artist entrepreneurs create, distribute, and monetize their work. With offices in eight locations worldwide, the Vydia platform facilitates over 10,000 releases per month in partnerships with renowned artists like Mariah Carey, Snoop Dogg, and several emerging talents.

For product inquiries, please contact the Apple Store Call Center at 0120-993-993.