Shomi Patwary

asaprocky2  Images courtesy Shomi Patwary

Music video director and friend of the Nordstrom blogs Shomi Patwary previously brought us behind the scenes with Ty Dolla $ign and Mark Ronson. Now he’s giving us rare glimpses at the creative process of the fashion killa himself, A$AP Rocky.

Patwary directed the video for Rocky’s song “Jukebox Joints” with Joe Fox and Kanye West, a highlight off Rocky’s album At.Long.Last.ASAP. West produced the track, which floats on a sample from an old Smokey Robinson jukebox joint.

Patwary’s video is purplish, smoky and the video and language in the song are perhaps NSFW. Know that and consider turning young kids away from the screen as you watch it.

See exclusive photos from the shoot below, and learn which Spike Lee movie inspired the video’s vertically stretched-out look.

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MARK_RONSON_PICS_0012_Layer 1Mark Ronson and Shomi Patwary on the set

The best party nobody went to might’ve been 12 years ago in Norfolk, Virginia, when producers who would change the sound of hip-hop and R&B deejayed to basically nobody.

We’ll let our music video director friend Shomi Patwary tell you about that one.

Long story short, Patwary and British star Mark Ronson go way back, and we now have the video for “I Can’t Lose.” It’s more zesty funk from Ronson–whom we shall never fail to mention without hyperlinking to his and Aaliyah’s classic Hilfiger ad–and bigger-budget moves from Patwary, best known for A$AP Rocky’s “Multiply.”

Check out behind-the-scenes images below from “I Can’t Lose” and an edited transcript of our phone call with Patwary.

We talked about Michael Jackson’s “Smooth Criminal,” Dick Tracy, Blade Runner, the cameo from Waris Ahluwalia–and what happens when the zeitgeist moves post- ‘90s retromania.

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