The debate around the “HelicopterAP Rocky” clip illustrates well where we stand: since its release in January 2026, the online world has lit up to determine whether it was AI-generated. The artist had to publicly deny it. Several times.
What interests me isn’t to settle the debate, but what it reveals: we can’t tell them apart anymore. Generated visuals and traditional productions now blur together to the point where official clarifications are needed.
Search “A$AP Rocky Helicopter” on YouTube
What possibilities this opens up
→ Realize ideas that had stayed in the notebooks – those atmospheres impossible to film, those universes too costly to build, those visual concepts abandoned due to lack of resources. We can realize them, and no one will notice the difference.
→ Create iteratively – test several artistic directions, refine along the way, explore without having to lock everything in during pre-production. More flexibility to follow the creative intuition.
→ Reinvent collaborations – teams are reconfiguring. The studio that has the vision, the artist who carries the identity, the creatives who sculpt the universe. Each brings their perspective.
Questions for labels, agencies and creatives in Europe
How to organize these ways of creating? What budgets for which projects? How to build teams that master both the artistic demands and these tools?
Independent studios are experimenting. There is room to imagine different forms, new formats. And above all, to push the boundaries of what is creatively possible.
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