Asap Rocky And Travis Scott
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 Travis Scott
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.
Moreover, in October of the same year, in the run up to the launch of Cozy Tapes Vol. The movie, a partnership with Red Bull, was a modern reworking of the cult French film La Haine, shot by regular A$AP Mob collaborator, Dexter Navy, also featuring London grime artist Skepta. The film AWGE flexed its muscle, an exercise in expression. While, in and of itself, this undertaking was a significant time for the artist individuality, it’s perhaps notable since the project of this AWGE collective, the secret cabal of artists, stylists, and founders of A$ AP Rocky. AWGE and fast forward two years has stayed, by-and-large. While AP affiliate Ian Connor shouted out the collective, he remained quiet on its purpose. Since their first project, the emblem of the collective has been spotted with nearly all the Mob’s creative endeavors. The site’s”About” section clearly lists the integral members of the AWGE team. In addition to 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.
What about the name itself — what the hell does AWGE mean? “No one needs to know what the letters stand for. We know what it is, and that is how we want to keep it.” Rocky’s feed could be scrolled through as a visual experience, transcending Instagram’s squared arrangement at the time, when viewed on any smartphone. Perhaps most importantly, 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 videos gaining wide-scale attention and millions of views, AWGE remained very much behind the scenes. Besides the performances of the night, fans who were early enough were able to buy a limited collaboration T-shirt by the brand Off-White, Midnight Studios of Abloh, and AWGE. Refusing to be restricted by the limitations of one-dimensional art direction, it is perhaps which we will see venture in the future. AWGE’s scope has not been restricted to music, however. In 2016 rumors of a possible cooperation with fashion critic favorite J.W. Anderson were confirmed, with Rocky frequently seen sporting the collection’s standout piece, a faux fur teddy jacket. Similarly, Rocky’s stand-out collaboration with GUESS was conceptualized from the AWGE team. The launch of the clubhouse, itself installation and a shop inspired by a’90s treehouse, welcomed in presence a who’s who of the Los Angeles scene that was creative. Rocky would come to describe the relaunch of his Instagram as a’digital installation’, and it was through this lens that the world was introduced to 2 of the core members of AWGE: Tan Camera and Robert Gallardo. Gallardo and Camera (real name Kimi Selfridge), were credited as the masterminds behind the project, together with Gallardo taking the lead on creative management and Selfridge as responsible for much of the installation’s photography and design work.
Be music videos, it clothing, or events that are expansive, one thing is for certain: AWGE has more surprises in store. The team’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 several album releases, culminating in the release of this Cozy Tapes Vol. Two and the launch of a new AWGE site and merch line. Seen on A$AP Mob members in the run up to the website launch, the merch collection featured a selection, as well as trucker hats in red, green or blue. In describing her participation to Sophisticated , Selfridge says:”I made each collage by hand with many materials, including photos shot on 35mm film and Polaroid film.” Though the day of the relaunch watched Rocky’s Instagram lose over 100,000 followers, this exceptional reimagining of his social media presence through daring, new visual aesthetics motivated many of the artist’s youthful followers to rethink their own Instagram profiles and ushered in a new age of iPhone curators. The photographer’s work is instantly recognizable for its media collage style, pop-culture references, and references that are off-the-cuff to brands like Palace and Goyard. Since the relaunch, the DIY aesthetic of Camera has become a staple throughout the A$ AP Mob’s social networking platforms. In this sense, it’s a testament to the collective’s desire for secrecy that whilst consistently putting out high profile articles, AWGE has managed to continuously shroud itself. We reached out to a few members of the team, but got the same answer:”The first rule about AWGE is that you don’t talk about AWGE.” In the midst of AWGEST, the AWGE enterprise unleashed what is possibly the realization of their vision to date, their Midnight Rave in Los Angeles. Titled after Shane Gonzales’ punk-inspired tag Midnight Studios, the Midnight Rave featured performances from members of the A$ AP Mob and DJ Virgil Abloh, along with designer. Set in an abandoned L.A. warehouse, the area was carefully curated with Midnight Rave branding in addition to a moving L.E.D bar over the DJ booth.