THE ASK - To develop Pricie's image directioN, fine-tune her look and style for the Album packaging, and create a series of music videos reflecting this new directIon. The first being for the track Friendzone. I wanted her to stand out against some of the other artists Ive worked with developing their image - Alicia Keys, Lauren Hill , Lenny Kravitz ,Tony Braxton, Mariah Carey, Celine Dion. I worked with these artists in their early days developing their style, image & branding.

The song has such a good time, happy groove and is a duet with Genesis whom Ive just worked with and love.

We looked at some of Pricie's icons and we did a throw back to Donna Summers and her disco days. Its a homage to that era with Pricie giving a diva performance in a disco, as people get into the groove. I even choreographed the line dancing.

I wanted to establish PricIe as a formidable Diva in a good way. She is a great talent and she needed to look like one.

The video shows her as queen of the disco and her performance and energy is fantastic.

It's a fun upbeat video that makes you want to dance and sing along.

the album and packaging are also a tribute one of Prices icons Donna Summers in a modern way.

ALBUM PACKAGING