"Seeing Red' is a game-changing, era -defining song of a generation.
7evin7in, a blossoming Pop Punk sensation, collaborated with two of New York's Drill Rap pillars, Dusty Locane and Rah Swish to create a record that bridges the gap between Drill Rap and Pop Punk.
Independently, all three artists are exceptionally talented storytellers who break the mold of the music industry which in turn result in ground breaking achievements.
The team backing this collab would cut no corners or spare no expense for any aspect of this symbolic single. When the time came to start making the music video, no one else but the Film God himself, Nimi Hendrix came to mind.
The music video of Seeing Red was on the way of becoming the Vanguard of visuals.
If you're an artist who wants a Musical Motion Picture, give Nimi Hendrix a call.
His projects are cinematic, carefully thought out, and executed with precision. I had the honor of working alongside Nimi for the past year and with every new project, I'm more blown away than the last.
Seeing Red was particularly a special production for him as well. Being that this would be the FIRST ever Rock video he would direct!
That said, we had to bring out all the bells, whistles, lenses, lights, and backdrops for this one. This video would serve as a hybrid of both Rock and Drill rap music video elements where shots would authentically merge both genres together.
The visual tells a story of a murder investigation where detectives automatically assume the crime is connected to the drill rap duo.
When fact, 7evin7in is the crazed culprit who had a moment where he saw red and committed a passion crime. -Talk about a plot twist.
We filmed all of the dialogue scenes at the Film Factory and Film Factory Loft in Jersey City. The padded wall was created just a couple hours out of down comforters tacked to the walls only a couple hours before showtime. The SSMP Production team had to move swiftly and with efficiently as we "figured it out" on the spot.
We went full Guerrilla Filmmaking style for the Performance shots in a grungy abandoned warehouse. Toy Machine was the cover band who played the song as 7evin, Dusty Locane, and Rah Swish performed.
As the band played, ATVs circled around them and brought their best tricks out. That cloud of dust you see in the video..
As cinematic as it was in the video, everyone on set questioned their life choices the next day as it took us out in the moment -Anything for the shot and in that moment we were willing to risk our breathing capacity to finish the scene. The dust was so heavy, we had to take breaks in between the shot because as the ATVs did their tricks the cloud was so think you couldn't even see in front of you.
In all, Day 1 of "Seeing Red was a huge success. We wrapped up shooting around 3 am and had a few hours before we were back on set to finish up production.
"Seeing Red" Shoot (Day 2): The team's task at hand was to transform the Film Factory Loft, into an active crime scene. This day of production was to finish 7evin7in's the storyline of how he ended up in the padded room. Its crazy what 6 rolls of plastic drop cloths, a key light, and a few Astera lights can do!
Rock n Rap collaborations aren't a new concept. This approach gives artists the ability to crossover to a different fan base. Run DMC and Aerosmith did it with "Walk this Way" and Jay- Z and Linkin Park created an entire EP, "Collision Course". Both projects did exceptionally well as they soared on the music charts and each group expanded their reach to different fan bases.
Seeing Red however, is the first Rock n Rap collaboration we've had for this new generation of music. Both genres these artists come from are subsidiaries of Hip Hop and Rock and Roll.
The production of this visual was an adventure in itself, but it was the marketing that blew this Branding Blogger away!
Leading up to the release of the video, 7evin7ins fans didn't exactly know which two artists were on it.
As a matter of fact, the "Seeing Red" Single was created a year ago. Shortly after we finished the production of the video, 7evin7in went on tour and only performed the original version where he was the only artist. After his tour ended, teasers of the collab would be posted on his page. When he finally announced that Rah Swish was on the remake, fans couldn't contain their excitement and curiosity to who the other artist was.
Clever Reels of when a Drill rapper walks into the wrong session gives you some insight on the team chemistry during the studio sessions and video shoot, while effectively building up a buzz for the video release.
The Republic/ Empire team took a huge risk in moving with this collab as they couldn't forecast what the outcome would be.
The Outcome: 30,000 streams on Spotify on the first day alone.
With great risk comes great reward and although we only are a few days into the video release, I have a good feeling there's more reward to come with this Out-the- box collaboration.
If you have not seen the "Seeing Red" video Directed by Nimi Hendrix, check it out now and let me know what you think!
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