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UTOPIA is the fourth studio album from the Houston rapper, Travis Scott. It is the follow-up to his 2018 third album, ASTROWORLD.
The album was first teased through an Instagram post on July 8, 2020, with a simple caption, which says “Utopia.”
On August 3, 2020, during the second anniversary of Travis' previous album, ASTROWORLD, he would post a note thanking his fans for the support of his previous album on a tweet — At the end of the note, there would be a sentence that would refer to the rapper’s next project, which says:
"See you in Utopia."
Following the release of the single, “FRANCHISE,” released in September 2020, the word Utopia would appear again within the CD’s banners and cover of the official single with the quote “Live From Utopia” — Later in October 2020, Travis would send a letter to all his DJs thanking them for their work in the process of several of his projects; the rapper would end the letter with another final sentence again, saying that he was going to see everyone in 2021 in “Utopia”. That same month, Travis spoke about the album in a series of tweets, as well as changing his bio from promoting ASTROWORLD to UTOPIA on Twitter & Instagram.
On December 23, 2022, it was announced online that UTOPIA would be released in 2023, alongside a tour accompanying the album.
In May 2023, Travis reportedly played songs off the album for the Houston Astros and revealed that the album was in the mastering stages. Shortly after, photos has surfaced of Scott wearing an unreleased Air Jordan 1 low-top sneaker with the presumed UTOPIA logo and his bodyguard holding the UTOPIA labelled briefcase. Mike Dean would also share his involvement online later that day.
On May 23, 2023, Mike Dean spoke on Twitter about the album’s progress, in which he states:
"UTOPIA WILL BE DONE WHEN TRAV AND I SAY ITS DONE DO NOT RUSH LET US COOK"
Then on June 15, 2023, Travis was seen leaving the famous Abbey Road Studios with his bodyguards with the UTOPIA briefcase, further confirming that the album was close to completion. Since then, many artists have been seen holding the briefcase, such as The Weeknd, Bad Bunny, and Cash of XO, further hinting their involvement on the album.
On June 27, 2023, Travis updated his website with the UTOPIA logo and a decoded pre-order link. Shortly after, new billboards across Los Angeles would appear with a clock and a lock cryptically hinting that the album would be released on July 21, 2023. Shortly after, a new billboard appeared, depicting the briefcase and handcuffs.
On July 7, 2023, it was rumored that Travis Scott would be hosting the album’s release party at the Pyramids of Giza in Egypt on July 25, 2023, four days after the supposed release date for UTOPIA. The article has since been deleted.
Alongside newly released merch and physical copies of the album going live the same day the release date got announced, Travis also took to Instagram, sharing three clips of what is likely to be an upcoming documentary for UTOPIA, along revealing producer Rick Rubin’s involvement on the album.
On July 19, 2023, Travis Scott revealed on Twitter that the track “K-POP”, featuring Bad Bunny and The Weeknd, would be served as the album’s lead single, released just two days later.
Not long after “K-POP”’s release, on July 22, 2023, Travis confirmed the release of UTOPIA to be paired with the release of his movie Circus Maximus, hitting theaters on July 28, 2023, during his performance at Rolling Loud Miami.
Throughout the week of UTOPIA’s highly-anticipated release, Travis Scott would take to his social media accounts to reveal alternate cover arts available to purchase at his website as a CD or a vinyl, garnering more attention and hype towards his album.
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