Asap Rocky Abuse
I noticed the Rocky has been on the move in a major way with his recent imprint AWGE.
This step is noticeable and asking more of him as a creative within the most potent culture. Expressed directly and for a bigger purpose than pushing himself into the spotlight. Asap Rocky Abuse
Rocky collaborates with Ian Connor, Playboi Carti, and Luke Sabbat to name a few.
Definitely, it feels like art for the sake of expression. They’ve found an aesthetic and pressed forward with it in a vein similar to the influences he’s cited regularly. Master P’s No Limit and Houston’s DJ Screw. This is the same but on a higher level, the opportunity to reach more viewers and thus influence taste has never been higher.
This is what happens when someone that understands aesthetic has the money and time to build creatively. It reminds me of all that went into making Kanye’s MBDTF one of his most celebrated and in-depth works. All facets led to the experience of the music being phenomenal. And although Rocky isn’t as respected as a musician, he definitely has all the tools to make impact and influence visually.
Let’s take a dive and understand what’s likely to happen and where the movement could take us next.
In the middle of AWGEST, the AWGE enterprise unleashed what is the realization of their vision their Midnight Rave in Los Angeles, to date. Titled after Shane Gonzales’ punk-inspired label Midnight Studios, the Midnight Rave featured performances from members of the A$ AP Mob themselves and DJ Virgil Abloh, as well as global designer. Set in an abandoned L.A. warehouse, the space was carefully curated with Midnight Rave branding as well as a moving L.E.D bar above the DJ booth. With these two high-profile videos gaining wide-scale attention and millions of perspectives, AWGE remained very much behind the scenes. In describing her participation to Sophisticated , Selfridge says:”I made each collage by hand with many materials, including photographs shot on 35mm film and Polaroid film.” Be it clothes, music videos, or events that are grand, one thing is for sure: AWGE has surprises in store. Rocky would come to describe the relaunch of his Instagram as a’installation’, and it was through this lens the world was introduced into 2 of the core members of AWGE: Robert Gallardo and Tan Camera. While, in and of itself, this undertaking was an important moment for the artist identity, it’s perhaps noteworthy as the inaugural project of the AWGE collective, A$AP Rocky cabal of musicians, stylists, and founders. AWGE and fast forward two decades has stayed, by-and-large. He remained quiet on its objective, while AP affiliate Ian Connor shouted out the collective. Since their first project, the collective’s emblem was seen in connection with nearly all of the Mob endeavors.
When seen on any smartphone, Rocky’s feed could be scrolled through as a visual experience, transcending the conventionally squared format of Instagram at the moment. In this sense, it is a testament to the desire for secrecy of the collective that whilst consistently putting out high profile articles, AWGE has managed to continuously shroud itself. We reached out to some members of the team, but got the same reply:”The first rule about AWGE is you don’t talk about AWGE.” Besides the night’s performances, fans who were were able AWGE, and to purchase a collaboration T-shirt Midnight Studios, by Abloh’s brand Off-White. Refusing to be confined by the limitations of one-dimensional art management, it’s perhaps that we’ll see venture further . What about the title what the hell does AWGE mean? “No one needs to know what the letters stand for. We all know what it is, and that is how we want to keep it.” The crew’s profile was raised in August, but when A$AP Rocky announced the aptly-titled AWGEST: a month-long takeover by AWGE and the A$AP Mob, which featured several record releases, culminating in the launch of this Cozy Tapes Vol. Two and the launch of a new AWGE site and merch line. Seen often on A$AP Mob members in the run up to the website launch, the merch collection featured AWGE trucker hats in red, green or blue, in addition to a choice.
The website’s”About” section clearly lists the members of the AWGE team. Besides Robert Gallardo and Ian Connor, contributors are listed next to their creative roles: Matt Henson — Fashion, Shane Gonzales — Design, Kamil Abbas — Creative, Hidjifilms — Video, Ben Baller — Jewellery, Hec Lunas Frans — Producers. It. The photographer’s work is immediately recognizable for its mixed media collage style references, and references to brands like Palace and Goyard. During the A$ AP Mob networking platforms, the DIY aesthetic of Camera has become a staple since the relaunch. The scope of AWGE hasn’t been restricted to audio. In 2016 rumors of a potential collaboration with fashion critic favorite J.W. Anderson were confirmed, with Rocky frequently seen sporting the collection’s standout piece, a faux fur teddy coat. Likewise the AWGE team conceptualized Rocky collaboration with GUESS. Buoyed by the success of their first collaborative collection, which sold out globally, and to coincide with the collaboration’s second iteration, AWGE introduced the’A$AP Rocky x GUE$$ Clubhouse’. The initiation of the clubhouse a shop and installation motivated by a’90s treehouse, welcomed in presence a who’s who of the Los Angeles scene that was creative. Though the day of the relaunch saw Rocky’s Instagram lose over 100,000 followers, this unique reimagining of his social media presence through daring, new visual aesthetics motivated many of the artist’s youthful followers to rethink their own Instagram profiles and ushered in a new age of iPhone curators. Furthermore, in October of the same year, in the run up to the release of Cozy Tapes Vol. The movie, a partnership with Red Bull, was a contemporary reworking of the cult French film La Haine, shot by regular A$AP Mob collaborator, Dexter Navy, and featuring London grime artist Skepta. The film was AWGE flexing an exercise in cross-discipline expression, its muscle.