Now that we are wrapping up the New Money release campaign, I thought I’d share how some of the sausage was made. Getting to partner with Gucci again this entire album cycle has been a dream come true.
Every look, every drip, started as a storyboard. Canceled tour dates aside, we pulled every piece of this campaign off!
The idea behind this musical era was to be as intentionally gauche and over the top as possible. Thank you to Alessandro Michele and the team from Gucci Portland for bringing this gilded, monogrammed, New Money vision to life with us.
Longterm addiction recovery is wild cuz every now and then I’ll run into someone from the before world and it’s always like “Oh shit, last time we saw each other you were doing coke off of my friend’s dick while I smoked crack in the single occupancy bathroom at The Tube while like 20 people were knocking on the door after a 4 day bender at my house where we ended up burning all my furniture to keep warm and now I’m just trying to pay for my veggie sandwich but here you are, 15 years later, at the veggie sandwich shop. How have you been?”
Long story short, this is why I never take my sunglasses off.
