Erika Jayne's music video for "How Many F***s?" has everything you could ever want served up with a heaping side of sass: A Lambo worthy of Kanye West, incredible sets, killer dance moves, and that money dress. And when it came time to dream up the eye-popping visual, Erika and her creative director Mikey Minden wanted to have a lot of fun.
"All the things that you dream of when you’re growing up that you [want to] have in life, you know, Erika has those things. So let’s flaunt it a little bit, let’s have fun with it," Mikey told The Daily Dish exclusively about the visual he directed. "And the thing is, Erika is in on the joke. Erika does not take herself seriously and that’s what’s so fabulous about her. She’s there to entertain and to put on the show. She’s the ultimate show girl."
Influenced by urban music videos and director Hype Williams, the visual is arresting, thanks not only to Erika's captivating persona but also the world the twosome created along with an A-list team behind-the- scenes. They worked with choereographer Othan Burnside (Rihanna, Britney Spears, Miley Cyrus), director of photography Joe Labisi (Zayn Malik, Nicki Minaj, Drake) and stylist Dani Michelle (Iggy Azalea). "We wanted to push it. We wanted to be provocative. The point is to get people talking, but still done in a classy way. It’s still tasteful, it’s not vulgar, it’s still fashion, and it’s what’s happening now. You gotta be cool and you gotta compete with the cool kids. You gotta hang out with Rihanna and Kylie Jenner at the same time, and you gotta be Erika Jayne, so that all goes together in the music industry and pop culture."
And hang with the cool kids she certainly does, from the moment she steps away from her Lamborghini (which, BTW, is her own car). "We really focused in on three worlds that we love. The pink world, the gold world, and then the white diamond world, as we call it. So going from the beginning of the video, the first thing you see is the brand new Lamborghini which is actually Erika’s new ride," Mikey explained. "So we didn’t rent that, that’s hers in her garage that she’ll be driving around town. So that’s already a boss move at the beginning of the video."
But there was definitely one moment that Erika had to include in the final cut. "Erika had to have the gold room. She was all about the gold on gold on gold on gold everythang," he said. "She’s from the South, she loves her some gold. She’s in Beverly Hills now, but you can take the girl out of Atlanta but you can’t take Atlanta out of the girl. So she had to have the gold and she wanted to be sitting on the gold bars and it was my goal to make that vision come to life for her. I’m really proud of that room, for sure."
Erika in her dream gold set in "How Many F***s?" video.
That takes us back to the money dress, which serves as an homage to her The Real Housewives of Beverly Hills tagline, "I’m an enigma, wrapped in a riddle, and cash.” And Erika definitely makes it rain in that one-of-a-kind design. "Those are $100 bills, baby, not dollars. They’re 100s. She was like, 'I do not wear dollar bills, only hundreds' — her words. Hello, best of the best for my girl," Mikey said. "That was a actual custom $100 bill design fabric that her stylist, Dani Michelle, and her partner Jose, printed. They printed that for her and made it custom from scratch so it really is incredible." It's so good, Mikey teased that it's probably not the last we'll see of the dress. "I think we’ll end up doing something with that in the future because people really respond to that," he said. "They love it."
The RHOBH enigma...literally wrapped in cash.
We can't wait to see where it pops up next. In the meantime, check out these throwback photos of Erika, below.
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