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New Boyz for Sony Music — Campaign Lighting by Sebastian Beckmann


Studio Performance Imagery with High-Energy Movement and Clean Commercial Lighting



Photography: Phil Knott
Client: Sony Music / RCA Records
Artist: A$AP Rocky

Lighting Execution: Sebastian Beckmann / Assisting Productions
Creative Direction: Erwin Gorostiza (VP Creative, RCA Records)
Creative Coordination: Amanda Blum
Production / Sony Music Team: Michelle Holme A studio-driven campaign developed for Sony Music / RCA Records, focused on movement, rhythm, and artist identity within a clean commercial framework. The images use a bold monochromatic backdrop to isolate performance, allowing gesture, styling, and expression to carry immediate visual impact.

Lighting was engineered to maintain clarity under motion—freezing energy while preserving texture, separation, and skin fidelity across fast-paced action. This approach aligns with label-driven campaigns where recognizability and consistency are critical across digital, press, and promotional use.

Lighting support by Sebastian Beckmann, contributing to the execution of a controlled, high-energy visual language that translates performance into strong, commercially viable imagery.

©Credit’s are of each photographer or director that took the image.
 I was involved as camera crew, details are in about.