Billboards promoting Travis Scott’s new album Utopia have appeared on the Interstate 10 highway in California, as Variety reports. According to images posted on the verified Cactus Jack Instagram account, the billboards say, “PSST……. Looking for UTOPIA? WRONG WAY!” One billboard also has the Cactus Jack logo.

According to Variety, the billboards are on the side of the highway that leads drivers away from the Coachella festival site in Indio, suggesting that the “right” way to Utopia is heading toward Coachella. The Cactus Jack account, in fact, tagged its post with the location Coachella.

Pitchfork has reached out to representatives for Travis Scott and Coachella for comment and more information.

Travis Scott had been promoting Utopia, his long-teased follow-up to 2018’s Astroworld, heading into Astroworld Festival in November 2021. The rapper’s headlining set during the Houston event then led to the deaths of 10 people. He has discussed the tragedy and played a private event, but has not performed publicly since the festival.

Scott released two singles ahead of Astroworld Festival—“Escape Plan” and “Mafia”—but has largely stopped promoting Utopia following the event. According to HipHop24x7, an unnamed source said that Utopia could possibly get released in June.

Scott was scheduled to headline the 2020 Coachella Valley Music and Arts Festival, which got canceled due to the pandemic. He is not on the lineup for the 2022 event, but, in February, then-headliner Kanye West said that he was going to bring Scott on stage during his performance. West has since been removed from the Coachella poster and does not appear likely to perform at the festival. The 2022 edition of Coachella begins this Friday, April 15.