Asap Rocky And Rihanna
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 And Rihanna
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.
Rocky would come to describe the relaunch of his Instagram as a’installation’, and it was that the world was introduced into 2 of the core members of AWGE: Robert Gallardo and Tan Camera. The scope of AWGE has not been restricted to audio, however. In 2016 rumors of a possible cooperation with fashion critic favorite J.W. Anderson were verified, with Rocky often seen sporting the collection’s standout piece, a faux fur teddy coat. Likewise the AWGE team conceptualized Rocky’s stand-out collaboration with GUESS. The launch of the clubhouse installation and a pop-up store inspired by a’90s treehouse, welcomed in attendance a who’s who of the Los Angeles creative scene. Perhaps most notably, AWGE branding has featured prominently on among the Mob’s latest music videos; those for Playboi Carti’s breakout hit “Magnolia” and the posse cut homage to Raf Simons, “RAF.” With these two high-profile movies gaining wide-scale attention and countless perspectives, AWGE remained very much behind the scenes. Be it clothes, music videos, or events that are expansive, one thing is for certain: AWGE has surprises in store. In May 2015, A$AP Rocky relaunched his Instagram with a series of seamless, curated collages. When seen on any smartphone, Rocky’s feed could be scrolled through as a visual experience, transcending Instagram’s squared format at the moment. In the midst of AWGEST, the AWGE enterprise unleashed what is perhaps the most complete realization of their vision their Midnight Rave in Los Angeles, thus far. Titled after Shane Gonzales’ label Midnight Studios, the Midnight Rave featured performances from global designer and DJ Virgil Abloh, along with members of the A$AP Mob. Set in an abandoned L.A. warehouse, the area was carefully curated using Midnight Rave branding as well as a moving L.E.D bar over the DJ booth. The photographer’s work is instantly recognizable for its mixed media collage style, pop-culture references, and off-the-cuff references to brands like Palace and Goyard. Since the relaunch, the DIY aesthetic of Camera has become a staple throughout the A$ AP Mob media platforms.
It is perhaps noteworthy as the project of the AWGE collective, the secret cabal of musicians, stylists, and founders of A$ AP Rocky while, in and of itself, this undertaking was a significant moment for the artist identity. In this sense, it is a testament to the desire for secrecy of the collective that even whilst consistently putting out high-profile articles, AWGE has managed to continuously shroud itself. We reached out to some members of the crew, but got the same reply:”The first rule about AWGE is that you do not talk about AWGE.” Besides the night’s performances, fans who were were able to buy a collaboration T-shirt by the brand Off-White, Midnight Studios of Abloh, and AWGE. Refusing to be confined by the constraints of art management, it’s perhaps which we will see AWGE venture in the future.
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.” Though the day of the relaunch saw Rocky’s Instagram lose over 100,000 followers, this exceptional reimagining of his social media presence through daring, new visual aesthetics inspired many of the artist’s youthful followers to rethink their own Instagram profiles and ushered in a new age of iPhone curators. Fast forward two decades and AWGE has remained, by-and-large, a mysterious thing to those who have followed the A$AP Mob. He stayed quiet while noteworthy A$ AP affiliate Ian Connor shouted out the collective. Since their first project, the emblem of the collective has been seen with nearly all the Mob endeavors. The crew’s profile has been raised in August, but when A$AP Rocky declared the aptly-titled AWGEST: a month-long takeover by AWGE and the A$AP Mob, which featured multiple album releases, culminating in the launch of the Cozy Tapes Vol. 2 and the launch of a new AWGE website and merch line. Seen on A$AP Mob members in the run up to the website launch, the merch collection featured AWGE trucker hats in red, green or blue, as well as a choice. What about the name what the hell does AWGE mean, anyway? “The first rule of AWGE is don’t ask questions about AWGE,” Rocky replied when asked by The New York Times. “No one needs to know what the letters stand for. We know what it is, and that’s how we want to keep it.” 1, A$AP Rocky premiered the AWGE-directed short film “Money Man.” The film, a partnership with Red Bull, was a modern reworking of the cult French film La Haine, shot by regular A$AP Mob collaborator, Dexter Navy, and featuring London grime artist Skepta. The short film AWGE flexed an exercise in cross-discipline expression, its muscle. The website’s”About” section clearly lists the integral members of the AWGE team. It is a who’s who of A$AP Mob affiliates.