My biggest thing about artist development is, it’s all about you.

I think the combination of him really feeling magical when he saw the first take and realizing that it was really more about him than it was about the outfit and knowing that he could do it. It was still in context of what they were used to. We did it in a jean jacket and we did a boiler suit, so it wasn’t like I was putting him in a blazer and a pair of trousers. Bring your persona to it.” I’m giving you an urban silhouette. I wanted to contradict all of the stereotypes, like it’s gotta be dark or you’re not hardcore. I wanted to to make hip-hop less predictable. He was the one that could pioneer this movement that I had in mind. He was a superhero producer, he had big ideas, and was naturally flashy to me so I just assumed from a character development perspective-what better muse? I think it was just so against all the rules and not what hip-hop did.

It was baffling at first when the idea didn’t immediately connect. He was the epitome of flashy and that’s just what he exuded to me. I felt like if anyone was going to pull off some flashy shit it was going to be him.

Puff has such a charismatic, superstar-like quality.

Mo money mo problems biggie