Sony Interactive Entertainment has announced a kind of strategic partnership with rapper Travis Scott, for PlayStation 5.

The new partnership will utilize Travis Scott’s Cactus Jack Brand in promoting the new Sony console, through their mutual love for the platform.

“We heard Travis is a huge PlayStation fan, so we started a conversation with him that led to this unique partnership” Sony Interactive Entertainment worldwide marketing senior VP Eric Lempel said in a PlayStation Blog post. “Through our mutual passion for gaming and creativity, we plan on collaborating with Travis and his Cactus Jack brand to produce innovative projects that we hope will delight our collective fans.”

Lempel added, “Travis is an artist who is incredibly innovative, constantly surprising, and continues to push boundaries, very much like the PlayStation brand – so we think this is a perfect fit. […] Travis’ deep knowledge and fond memories about PlayStation as a brand, our products, and games will inspire his work with us from start to finish. He is an amazing creator, and we strive to work with the best creative minds inside and outside of our industry to continue to surprise the world in a way that only PlayStation can.”

Travis Scott also sounded off, adding “I’m really looking forward to being able to showcase everything that Cactus Jack has worked on with Sony and the PlayStation team. Most importantly I’m excited to see how the PlayStation fans and family respond, and I look forward to running some games with everybody very soon!”

Here’s a new promo video teaser:

https://www.youtube.com/watch?v=oEkjgwiq0QM&feature=emb_title