What Does It Mean for Travis Scott’s Career That ‘4×4’ Is Now His First Hot 100 No. 1 Since 2020?

After being one of the most frequent visitors to the top of the Billboard Hot 100 around the turn of the 2020s, Travis Scott is back there for the first time in nearly half a decade this week with his new single “4×4.”

The new single, whose net proceeds Scott announced will benefit Direct Relief’s California Wildfire Response Fund, debuts atop the Hot 100 this week, making for Scott’s fifth career No. 1 on the chart. It’s also the first rap single to top the chart in 2025, following four weeks of Lady Gaga & Bruno Mars’ ‘Die With a Smile” reigning.

How did “4×4” get over the top on the chart? And what does the song tell us about where he might go next as an artist? Billboard staffers discuss these questions and more below.

1. Though Travis Scott topped the Hot 100 three times at the turn of the decade, this is his first time back to No. 1 since. On a scale from 1-10, how big a deal is “4×4” debuting at No. 1 for him?

Kyle Denis: Probably a 6? We’ve seen this film before with Travis seemingly coming out of nowhere to debut atop the Hot 100 with a boatload of pure sales. If anything, he’s probably a bit annoyed that his true smashes and signature songs – like “Goosebumps” or “Fein” — keep missing the top spot in favor of loosies like this one. 

Carl Lamarre: 8.5. Whenever an artist of Travis’ caliber lands a No. 1 song, it’s a noteworthy achievement, regardless of the circumstances. Travis, who’s evolved into a hip-hop supernova since 2018’s Astroworld, sees anything less than a chart-topping single or album as a flop. Despite his busy tour schedule, various business ventures, and preparation for his Coachella performance, it’s a relief for Team Travis to know that musically, he’s still in high demand, even after a two-year hiatus since Utopia.

Jason Lipshutz: Fittingly, a 4. Travis Scott carries the distinction of charting higher with his minor hits than with most of his signature songs — think of how “The Scotts” and “Franchise” brought him to the top of the Hot 100, for instance, while “Goosebumps” and “FE!N” did not. We’ll see how “4×4” continues to perform on the Hot 100, but considering that this is a standalone single from an artist with multiple No. 1 hits whose commercial power was never in doubt, this chart-topping debut represents another feather in Scott’s cap rather than a monumental shift in mainstream appeal.

Michael Saponara: 4. I don’t think he necessarily needed any validation, but it has been over four years since his last No. 1 hit and “4×4” is the first since the Astroworld Festival tragedy. We’ll see if it infiltrates radio and can last on the charts heading into his Coachella performance in April. 

Andrew Unterberger: Yeah it’s a 5 at most. Never a bad thing to have another No. 1 on the roster but what are the chances this song is actually better-remembered or more meaningful to Travis’ catalog than “FE!N” (Hot 100 peak: No. 5) five years from now? Not particularly high I’d say.

2. What do you see as being the biggest factor in “4×4” getting over the top where his other singles of recent years have generally fallen short?

Kyle Denis: Travis has been teasing this song for months, so there was fervent anticipation across his fanbase. Snippets have been circulating since last September, and another teaser dropped during the Oct. 18 episode of WWE SmackDown. Two weeks later (Oct. 30), Scott performed the song at the last show of his $209 million-grossing Circus Maximus tour, and then again during his headlining set at Rolling Loud Miami’s tenth anniversary (Dec. 14). At the top of the new year (Jan. 6), Scott appeared in-person at WWE Raw and confirmed that “4×4” would be the program’s official opening theme. Later that month (Jan. 20), he played the song at the 2025 College Football Playoff National Championship halftime show, sharing a link to pre-save the song shortly after. 

We’re already well acquainted with the buying power of Scott’s fanbase (this is also his first solo post-Utopia release), but with the “4×4” release, he also explicitly courted fans across two sports that are having major moments in American culture right now. Football, of course, is always the talk of the town, but between last Christmas’ Beyoncé Bowl, Kendrick Lamar’s forthcoming halftime show, and the Taylor Swift and Travis Kelce of it all, it’s smart to align yourself with American football in some way. Similarly, WWE Raw’s move to Netflix was a milestone moment for the evolution of live events and on-demand streaming services. Most importantly, sports fans put their money where their mouths are; they buy game tickets, jerseys, caps, etc. Selling pure copies of music feels like a Herculean task nowadays, but Travis Scott has cracked several codes. 

Carl Lamarre: Quite frankly, the record is just straight heat. Travis hasn’t had a bulletproof single since “Sicko Mode,” and that song itself is forever entrenched in the Hip-Hop Hall of Fame when speaking of hits. So, understandably, it’s hard to topple that kind of success, knowing how much of an explosion “Sicko” made circa 2018. As for “4×4”, the buzz was created before the song’s release. He teased the initial record during his campaign with WWE months back, then performed the song at halftime for the College Football Playoff Championship game before ultimately unleashing the video. By creating a feverishly high demand for the song, Travis’ supporters came in droves when it was time to cheer on La Flame.

Jason Lipshutz: Fan excitement. Sure, it’s easy to point to the oversized sales numbers that helped “4×4” top the Hot 100 in the same way that Days Before Rodeo was able to top the Billboard 200 last year, but Scott boasts the rabid base to justify those numbers and push more minor projects to the top of the chart. And while “4×4” isn’t functioning like a durable hit on streaming services yet, it’s also Scott’s first solo single since 2023, and one that fans feverishly wanted to be officially released for months. This Hot 100 debut doesn’t happen without that type of widespread listenership.

Michael Saponara: Hype. He’s been teasing “4×4” for a while in multiple forums, whether that be his DJ sets or a performance debut atop Atlanta’s Mercedes-Benz Stadium as part of the College Football Playoff National Championship halftime show. The Tay Keith-produced track also made noise in the wrestling world while serving as the official theme song of Raw when it made the jump to Netflix at the top of 2025. 

Andrew Unterberger: Gotta be the charity element. The hype helped, of course, but the sales number this song posted means fans really voted for this one with their wallets — and if they knew their funds were going to a cause as meaningful as L.A. fire relief, I’m sure that swayed a lot who were on the fence about whether or not they really needed to purchase the physical edition.

3. Of his three 2019-20 No. 1s, the only one that showed particular chart endurance was “Highest in the Room.” Do you see “4×4” as being that type of hit, or more of a quick-fader like “The Scotts” or “Franchise? 

Kyle Denis: I anticipate it ending up somewhere in between. With the WWE Raw assists, I see “4×4” having more staying power than “The Scotts,” but it’s also not Travis’ best effort as far as standalone singles go… so I wouldn’t expect it to truly give “Highest” a run for its money chart-wise. 

Carl Lamarre: Travis’ partnership with the WWE should help keep the song moving, as the track is now the theme song for Monday Night Raw. For my hip-hop and wrestling enthusiasts, that’s a big deal for Team Travis, as the latest Netflix deal between WWE and the streaming conglomerate means a bigger and newer audience for both parties. So, because of that, and seeing how he’s taken the record into different sectors, like the wrestling world and the college football arena, I’ll give it up the leg up over “Franchise” and “The Scotts” when speaking of staying power.

Jason Lipshutz: I’m guessing it will be somewhere in between — not a months-long hit, but not a forgotten piece of chart trivia, either. “4×4” sounds designed for live-show enormity, its orchestral thump and gargantuan drums slotting in nicely during the maximalist stretch on his set list. That will help “4×4” endure in fans’ minds, regardless of how many weeks the song logs on the Hot 100.

Michael Saponara: If this was a scale, I’d be leaning more toward the “Highest in the Room” side of things, but I don’t think it will match the longevity of “Highest” – that’s one of Trav’s signature tracks. However, “4×4” should have more legs than “The Scotts” or the gaudy “Franchise,” which burned bright and burned quickly during the COVID-19 pandemic when Scott’s rage was blanketed. 

Andrew Unterberger: The song is already out of the top 50 on both Spotify’s Daily Top Songs USA and Apple Music’s real-time chart, so I’m guessing it’s gonna be more of a quick fader.

4. Do you think “4×4” points to any particular new evolution within Travis Scott’s sound or style for where he may go next, post-Utopia? Or is it more likely just a one-off not meant to signal much about his future direction? 

Kyle Denis: I get one-off vibes from this. It’s a bit weak lyrically, but I don’t mind how the production feels like an offshoot of his Astroworld soundscape. He made some really nice choices with the background vocals too. 

Carl Lamarre: This is a one-off situation for Travis. The guy is always working and experimenting. He’s still savoring Utopia’s wins and the impact it created over the last two years after its release. Consider this his victory lap, especially since he’s now a stadium-level artist, courtesy of his fans.

Jason Lipshutz: The latter. There’s no indication that “4×4” precedes a new Travis Scott project, and sonically, the song fits neatly into what he was accomplishing with Utopia. Considering the five-year gap between Astroworld and Utopia, we may be a ways away from a proper new Scott album and the stylistic shift that it may signify, so “4×4” likely represents a placeholder until that new era comes.

Michael Saponara: This feels like more of a one-off to set the tone for the year, although I wish it was a jetsetter into La Flame’s next era. I’d expect that to come around Coachella. The marching band horns aspect is experimental for Trav’s sound – I don’t think we’ve heard him utilize that mixed in with his trap drums on a track before.

Andrew Unterberger: I could see it leading to a more lush, string-based sound on his next album — the success of Bryson Tiller’s “Whatever She Wants” and 21 Savage’s “Redrum” set the table for that already a little bit last year. I hope so, it’s a good sound for Travis.

5. Travis Scott is the first rapper to top the Hot 100 in 2025 — who do you predict will be the second? 

Kyle Denis: Probably Kendrick with whatever song gets the biggest boost from his Super Bowl halftime show. If not him… it could very well be Drake, ironically; it’s not implausible that one of the songs from his forthcoming Valentine’s Day joint album with Partynextdoor sneaks a week atop the Hot 100 when the full set drops on Feb. 14.

Carl Lamarre: Dare I say: Drizzy Drake Rogers. Think about it. New album with PND next week? All eyes are on him after Kendrick’s Grammy sweep and upcoming Super Bowl appearance. This is a lay-up for him.

Jason Lipshutz: Kendrick Lamar, particularly if “Luther” receives a prime slot in the Super Bowl halftime show. Due to the Christmas music onslaught beginning in November, “Squabble Up” remains the only GNX song to top the Hot 100. That feels wrong! And I believe it won’t be the case for much longer.

Michael Saponara: PUT THAT GELO ON!

Andrew Unterberger: How fun is it that the answer here is almost certainly either Drake or Kendrick Lamar? (Or maybe not that fun, depending.)