Back in 09-10, Kanye West stopped rapping and became a full fledged Soul crooner, making alternative R&B songs with an ambient EDM/techno swag. But soon after that he signed Big Sean, reunited with Jay-Z and essentially abandoned this unique style.
Fast forward to 2012. Travis Scott picks up where Ye left off, except instead of EMO type lyrics he sings about the money and partying that both gangstas in hood and suburban college kids can relate to. The instrumentals are slightly weird like Kanye's, but have serious knock factor with the Trap aesthetic.
2013-2014 Travis continues his rise and differentiates himself by not jumping on the Migos triplet tongue twister flow that soon became a pandemic. If I remember correctly this was also when he created his signature "echo chamber" ad libs (STRAIGHT UP ITS LIT)
2015-2016 he establishes his "taste maker" abilities by helping Rihanna craft her "Anti" album similar to the way Puffy helped MJB craft "What's the 411" a quarter century before. Also behind the scenes people continue to rally behind him not only for his 2Pac-esque work ethic, but also whereas more established rappers like Drake tend to automatically reject a beat or artist collaboration if it's not fully polished and ready for him to hop on, Travis will salvage and rescue tracks that are presented to him, fine tuning something from being maybe 30-40% there all the way to 100% ready.
2017-2018 Travis vocal skills continues improving - Trav is similar to Try Dolla Sign in the sense they don't showcase their range on hit songs - you gotta actually listen to their album cuts to realize they can hit absurdly high notes similar to Weeknd & Bieber. Hell, simply yelling "It's Lit" as loud as he does requires serious skill.
2019-2020 continues to build his fanbase by killing his shows every night and adding more theatrics. If you remember how epic Lil Jon/Trillville shows were circa 03'-04', Travis packs the same amount of energy with crowds triple-quadruple what Lil Jon had at his peak.
2021 Trav was able to enter "Snoop Dogg" mode and coast on cruise control despite having no significant hit single. Dude has hit Age 30 without getting Fat, Bald or addicted to Drugs, or squandering his prime years like T.I., Gucci and Wayne did in jail cells.