A$AP Ferg makes sure he takes control of his artistic direction, especially when it comes to music videos. Speaking to Fuse, the rapper revealed the creative process of co-directing the visual for Always Strive and Prosper's "New Level" with frequent collaborator Shomi Patwary:
"I basically just wanted to create almost like a Gatorade commercial, and I wanted to dedicate the song and video to athletes because they're always bumping my music before their games. So I got a bunch of different athletes I knew, wrote out the treatment, gathered the reference pictures and Shomi hooked it up for me."
Along with stressing the importance of artists behind both in front and behind the camera, Ferg discussed working with Ol' Dirty Bastard's son for the "Let It Bang" video, which also features Schoolboy Q.