Conversations with Aaron Perkins Jr (APJ)

Today we’d like to introduce you to Aaron Perkins Jr (APJ).

Hi Aaron, so excited to have you on the platform. So before we get into questions about your work-life, maybe you can bring our readers up to speed on your story and how you got to where you are today?
The Story Behind APJ Films & Purple Box Videos
After graduating from college, I found myself in a position that a lot of young creatives can relate to. I was applying for jobs, but despite having the skills, the opportunities just weren’t there. The corporate world wasn’t hiring, and instead of waiting for someone to give me a chance, I decided to create my own.
APJ Films was born II 2012z
At the time, Chicago’s hip-hop scene was exploding with talent. New artists were emerging every day, but many of them didn’t have access to high-quality visual content that could help elevate their brands. I saw an opportunity to fill that gap. APJ Films became more than just a videography business—it became a way for me to sharpen my craft while helping artists tell their stories through cinematic visuals. Every music video, behind-the-scenes shoot, and creative project allowed me to build a portfolio, establish relationships, and prove that I didn’t need permission to succeed. Instead of waiting for opportunities, I created them.
More than a decade later, that same entrepreneurial mindset led to my next venture.
In 2023, I traveled to New York and attended a live session of On The Radar. Watching artists perform in such a simple yet instantly recognizable setting sparked an idea. I began thinking about what a Chicago-based performance platform could look like—not one that copied what already existed, but one that had its own identity from day one.
That vision became Purple Box Videos.
From the beginning, my goal wasn’t simply to create another music performance platform. I wanted to build an experience that artists couldn’t get anywhere else. Every creative decision—from the signature purple set design to the lighting, camera angles, and overall visual aesthetic—was intentional. I wanted people to recognize a Purple Box performance the moment they saw it, without even needing to see the logo.
Purple Box Videos was built to give artists a stage where the performance itself became the focus while also creating a visual identity that stood apart in a crowded digital landscape. In an era where music content is everywhere, originality matters. My goal was to create one of the most unique music performance platforms in the industry, and I believe Purple Box Videos has done exactly that.
Looking back, both APJ Films and Purple Box Videos were born from the same belief: when opportunities don’t exist, create them yourself. APJ Films gave me a career when no one would hire me, and Purple Box Videos allowed me to redefine what a music performance platform could look like in Chicago. Together, they represent my commitment to creativity, innovation, and building something that leaves a lasting impact.

I’m sure it wasn’t obstacle-free, but would you say the journey has been fairly smooth so far?
one of the struggles of purple box initially was getting some artist to see the vision and getting on II

Thanks for sharing that. So, maybe next you can tell us a bit more about your work?
What Sets APJ Films & Purple Box Videos Apart
What separates APJ Films and Purple Box Videos isn’t just the quality of the visuals—it’s the intention behind everything we create.
With APJ Films, the goal has always been to tell stories that feel authentic. Rather than simply filming music videos or events, I focus on creating visuals that capture an artist’s personality, energy, and vision. Every project is approached with a cinematic mindset, paying close attention to lighting, composition, movement, and storytelling. I believe every artist has a unique story, and my job is to bring that story to life in a way that feels timeless instead of following whatever trend is popular at the moment.
Purple Box Videos was built on that same philosophy of originality. Instead of creating another performance platform that looked like everyone else’s, I wanted to build something instantly recognizable. From the signature purple environment to the camera work, lighting, and overall production quality, every detail was designed to create an unforgettable viewing experience. When people see a Purple Box performance, I want them to know it’s Purple Box before they even see the logo.
Another thing that sets both brands apart is that they’re artist-first. Having worked alongside independent artists for years, I understand the importance of creating content that not only looks great but also helps artists grow their audience and strengthen their brand. My focus isn’t just on making something visually impressive—it’s on creating content that has lasting value.
At the core of both APJ Films and Purple Box Videos is the same mission: to push creative boundaries, elevate artists, and create visuals that stand out in a crowded industry. I don’t believe in blending in. I believe in creating work that’s memorable, recognizable, and built to leave a lasting impact.

What would you say have been one of the most important lessons you’ve learned?
Always stay original. Never rush quality

Contact Info:

• Instagram: @purpleboxvideos @ apjfilms
• Youtube: https://www.youtube.com/@PurpleBoxVideos