100 Bands (ASF)

Creative direction, design & video editing – Music video & visual identity, 2025

ASF is a music duo comprised of producer Cal.X and rapper NePh. Their *official* duo group launch and new track "100 Bands" release marks a milestone in their 6-year long collaboration. From logo design to creative direction, the launch included a range of assets, from self-funded music video to social campaign assets.

100 Bands (ASF)

Creative direction, design & video editing – Music video & visual identity, 2025

ASF is a music duo comprised of producer Cal.X and rapper NePh. Their *official* duo group launch and new track "100 Bands" release marks a milestone in their 6-year long collaboration. From logo design to creative direction, the launch included a range of assets, from self-funded music video to social campaign assets.

The music video for the duo's debut track, “100 Bands,” follows a wannabe hustler lured into a cult-like pyramid scheme that turns out to be selling dancing animatronic animals as a playful satire of NYC hustle culture, the American Dream, and the social media-driven chase for success.

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The lyrics of the track “What would you do for a 100 bands” poses a question on what we as artists and humans are willing to give up for fame and fortune. 

The lyrics of the track “What would you do for a 100 bands” poses a question on what we as artists and humans are willing to give up for fame and fortune. 

The lyrics of the track “What would you do for a 100 bands” poses a question on what we as artists and humans are willing to give up for fame and fortune. 

The launch rollout also consisted of logo & branding and social content, featuring photography by Isaiah Artese @couldntsayenough

And check out ASF's latest updates here!

Features:

"ASF are all about motion on ‘100 Bands’" – Offie Mag

"ASF – a world where rap, jungle, footwork, and juke collide" –RAREPEAC MAG

Video credits:

Director & DP: Ameer Kazmi

Creative Director/Editor/Colorist: Hyeona Kim

Music by: ASF (Cal.X & NePh)

Production: Terminal

Set Design: Will Mill

Special thanks to all the friends for helping out as crew and cast.