Rockstar's marketing push for Grand Theft Auto VI has moved off screens and onto city streets. New billboards featuring GTA 6 artwork have gone up across the United States, marking one of the first times a third party has helped promote the game in physical space — following YouTube's earlier takeover of a Times Square screen to promote the game's second trailer.
The billboards follow closely on the heels of several musicians sharing new pieces of GTA VI artwork across their social channels. Within a day, extended versions of that same art appeared on large-format billboards in Los Angeles, Miami, and New York City — this time branded with Spotify's logo. Spotify shared photos of the billboards on social media with a simple "👀" caption, offering no further comment.
The collaboration isn't coming out of nowhere. Spotify has already built an official playlist featuring music from GTA 6's Extended Look trailer, and the streaming platform previously reported a massive spike in plays for songs featured in that reveal. Given the timing, it's fair to wonder whether Spotify might eventually use a playlist to unveil the game's full in-universe soundtrack.
So far, the artists confirmed to be part of this art and music push include Travis Scott, Morgan Wallen, Freebandz, CA7RIEL & Paco Amoroso, Raúl Alejandro, and Keith Richards.
The billboard rollout adds to a steady stream of GTA VI news this week. Separately, actor Stephen Root has confirmed his involvement in the game after years of fan speculation.
Grand Theft Auto VI is available for pre-order now on PS5 and Xbox.
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