Over the weekend, iLOVEMAKONNEN's song "Too Much" off of his recent EP finally got a visual treatment, thanks to Andy Milonakis. Sound random? It is, but Milonakis knows a thing or two about rap, and once he was introduced to the strange world of Makonnen, there was no looking back. In the video, which is streaming above, Milonakis dresses up as the mannequin frequently used by Makonnen in videos, on his EP cover, and just about on anything else the newly signed OVO artist has released.
"I looked up young based Makonnen and found his melodies and vibe really touching and addictive.... Especially the mannequin he uses over and over again as EP graphics and as the star of some of his videos," Milonakis said over email. "I'm very into doing comedy with inanimate objects and was really inspired by how weird and creative the use of the mannequin was. I connected with it somehow and had an idea of turning the mask human."
Late last week, he decided to create the video for "Too Much." He hit Makonnen up for permission and linked up with Chris Siegel, his neighbor/videographer who's previously collaborated with Milonakis on Three Loco videos.
As Milonakis explained in his email:
"My boy Mons, was playing Tuesday a lot, so I looked up young based Makonnen and found his melodies and vibe really touching and addictive..... Especially the mannequin he uses over and over again as EP graphics and as the star of some of his videos.... I'm very into doing comedy with inanimate objects and was really inspired by how weird and creative the use of the mannequin was........ I connected with it somehow and had an idea of turning the mask human..... Two nights ago I was set, I wanted to do a video as the mannequin. The morning after I decided to do it, I hit up Makonnen for permission to use his song, either way I was going to do it but if I got his blessing I was going to put it up on my main channel....."
"I recently formed a friendship with a young filmer named Chris Siegel, who is my neighbor, he has done music videos for my three loco compadre Riff Raff and Bam Margera...... We had a plan to do a bunch of content together and this was the first of many........ So I texted Kinzee, a makeup artist friend, I tweeted for a model and 30 minutes later I got an email from Niki Skyler, who was a stranger to me at the time but she looked hot and was very responsive to doing the vid on the spur of the moment..... So from the first text, I need everything to happen 3 hours after I put the plan in place.... The wig shop in Hollywood had to do a rush order because they tried to style it like the mannequin, so I had to do two round trip ubers to get the wig..... they didn't do a very good job so I took my new kitchen shears that probably still had lambs blood on it, and I just cut half of the hair off the wig because they made it really poofy and un-Makonnenlike.....".
"Got my makeup done..... Niki showed up, ILLIEGEL showed up with all his camera stuff.... Kinzee showed up with the makeup....all around 4 p.m..... by 6 we were shooting..... And the only idea we had in place was for Niki to chase me while I was riding away on my new dorky women's beach cruiser bike...... Then after that scene, me and ILLIEGEL just went buck wild and played each scene by ear..... The leasing office in my building let me use an empty apartment for the video and we were about to do some sad lonely shit in the apartment... We were about to wrap Niki when I had the idea for the bath tub scene.....glad we didn't wrap her because I love the ending......I didn't want this to be a total joke, I wanted to just do a creative visual that made sense with the tone of the song and maybe occasionally people laugh but I like it even more when they say "What the fuck did I just watch"..... Right after filming me and ILLIEGEL spent 2 hours editing and had a final product at 12:30 am the same night. Video treatments are necessary for some high concept videos but this one was just about a feeling and I think we were able to show that better than write or plan it."
As for what iLOVEMAKONNEN thought about the video?
We love it
— Halloween Makonnen (@iLoveMakonnen5D) October 4, 2014
