Asap Rocky Arrest
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 Arrest
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 through this lens that the world was introduced into two of AWGE’s core members: Tan Camera and Robert Gallardo. The scope of AWGE hasn’t been limited to audio, however. In 2016 rumors of a possible cooperation with fashion critic favorite J.W. Anderson were confirmed, with Rocky often seen sporting the collection’s standout piece, a faux fur teddy jacket. Similarly, the AWGE team conceptualized the stand-out collaboration with GUESS of Rocky. 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 launch of the clubhouse a pop-up shop and installation motivated by a’90s treehouse, welcomed in attendance a who’s who of the Los Angeles scene that was creative. With these two high-profile videos gaining wide-scale attention and millions of perspectives, AWGE remained very much behind the scenes. Be it clothing, music videos, or events that are grand, one thing is for certain: AWGE has more surprises in store. In May 2015, A$AP Rocky relaunched his Instagram using a series of seamless, curated collages. When seen on any smartphone, Rocky’s feed could be scrolled through as a constant visual experience, surpassing the richly squared arrangement of Instagram at the time. In the middle of AWGEST, the AWGE enterprise unleashed what is the realization of the creative vision to date. Titled after Shane Gonzales’ punk-inspired tag Midnight Studios, the Midnight Rave featured performances from DJ Virgil Abloh and designer, along with members of the A$ AP Mob. Set in an abandoned L.A. warehouse, the space was carefully curated with Midnight Rave branding in addition to a moving L.E.D bar over the DJ booth. The photographer’s work is immediately recognizable for its mixed media collage style, pop-culture references, and references that are off-the-cuff to iconic brands like Palace and Goyard. During the A$ AP Mob networking platforms, the DIY aesthetic of Camera has become a staple since the relaunch.
It’s perhaps most noteworthy as the inaugural project of this AWGE collective, the secret cabal of artists, stylists, and creators of A$ AP Rocky while, in and of itself, this undertaking was an important moment for the artist’s aesthetic identity. In this sense, it is a testament to the collective’s desire for secrecy that whilst consistently putting out content that is high profile, AWGE has managed to continuously shroud itself. We reached out to a few members of the team, but got the same reply:”The first rule about AWGE is that you do not talk about AWGE.” In addition to the night’s performances, fans who were early enough were able AWGE, and to purchase a limited collaboration T-shirt by Abloh’s brand Off-White, Midnight Studios. Refusing to be restricted by the limitations of art management, it is perhaps that we’ll see AWGE venture farther in the future.
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.” Although the day of the relaunch saw Rocky’s Instagram shed over 100,000 followers, this exceptional reimagining of his social media presence through bold, new visual aesthetics inspired many of the artist’s young followers to rethink their own Instagram profiles and ushered in a new era of iPhone curators. AWGE and fast forward two decades has remained, by-and-large. While the collective was often shouted out by noteworthy A$ AP affiliate Ian Connor, he stayed quiet. Since their first job, the collective’s logo was seen with almost all of the Mob’s creative endeavors. 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 release of this Cozy Tapes Vol. 2 and the launch of a new AWGE website and merch line. Seen on A$AP Mob members in the run up to the website launch, the merch collection featured a selection, as well as AWGE trucker hats in red, green or blue. What about the name itself — what the hell does AWGE mean? “The first rule of AWGE is do not ask questions about AWGE,” Rocky replied when asked by The New York Times. “No one needs to know what the letters stand for. We know what it is, and that’s how we want to keep it.” Moreover, in October of the same year, in the run up to the launch of Cozy Tapes Vol. The film, a partnership with Red Bull, was a contemporary reworking of the cult French movie La Haine, shot by regular A$AP Mob collaborator, Dexter Navy, also featuring London grime artist Skepta. The short film was AWGE flexing a workout in cross-discipline expression, its muscle. The new awgeshit.com site gave fans their first look into the collective’s inner workings, removing the proverbial veil which had surrounded AWGE up till this point. 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.