Entertainment Lions For Music > Music Content
FREENJOY, Los Angeles / RCA RECORDS / 2019
Overview
Credits
Why is this work relevant for Entertainment Lions for Music?
Sicko Mode pushes the boundaries of normalcy within Houston culture and rap alike; featuring two of the worlds largest rappers.
Background
"SICKO MODE” is the second video Dave Meyers has directed for Travis Scott and his first with Drake. The film served as a promotional tie-in with Travis’ critically acclaimed and best selling album “ASTROWORLD."
Describe the creative idea
“SICKO MODE” follows Travis Scott as the prodigal son returning home to the surreal hood of Houston. Our objective was to create a visual monument for the people and subcultures of Houston that shaped the identity of Travis Scott - taking the Houston we know turning it up to full Sicko Mode.
Describe the strategy
To create a compelling music video that brought to life a cinematic expression of the Houston hood life and the people/subcultures within it.
Describe the execution
Dave was given the track in August and from there started to develop the treatment with Travis with the idea of creating one-of-a-kind never-explored visual experiences. From there the video was shot in Houston throughout 4 days, and post-production was then initiated. Finally, the video was released on Youtube on October 19th, 2018.
Describe the outcome
As of March 6th 2019 the video has over 270 million views on YouTube, putting the video on track to become Travis Scott’s most viewed music video yet.
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