Asap Rocky Article
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 Article
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 most complete realization of the creative vision to date. Titled after Shane Gonzales’ label Midnight Studios, the Midnight Rave featured performances from DJ Virgil Abloh and designer, along with members of the A$ AP Mob themselves. Set in an abandoned L.A. warehouse, the area was carefully curated with Midnight Rave branding as well as a moving L.E.D bar over the DJ booth. With these two high-profile movies gaining wide-scale attention and countless views, AWGE remained very much behind the scenes. In describing her involvement 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 more surprises in store. Rocky would come to describe the relaunch of his Instagram as a’digital installation’, and it was the world was introduced into two of AWGE’s core members: Tan Camera and Robert Gallardo. It is perhaps most noteworthy as the inaugural project of the AWGE collective, the secret cabal of musicians, stylists, and creators of A$ AP Rocky while, in and of itself, this undertaking was a significant moment for the artist identity. AWGE and fast forward two years has stayed, by-and-large. He stayed quiet while AP affiliate Ian Connor often shouted out the collective. Since their first job, the emblem of the collective was spotted with almost all of the Mob endeavors.
Rocky’s feed could be scrolled through as a visual experience, transcending Instagram’s squared format at the time when viewed on any smartphone. In this sense, it is a testament to the collective’s desire for secrecy that whilst always putting out content, AWGE has managed to shroud itself. We reached out to some members of the crew, but got the same reply:”The first rule about AWGE is you don’t talk about AWGE.” In addition to the night’s performances, fans who were early enough were able to purchase a limited collaboration T-shirt by Abloh’s brand Off-White, Midnight Studios, and AWGE. Refusing to be confined by the constraints of art direction that is one-dimensional, it’s perhaps that we will see AWGE venture in the future. What about the name what the hell does AWGE mean? “The first rule of AWGE is don’t ask questions about AWGE,” Rocky replied when asked by The New York Times. “No one should know what the letters stand for. We 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 multiple album releases, culminating in the launch of this Cozy Tapes Vol. 2 and the launch of a new AWGE website and merch line. Seen often on A$AP Mob members in the run up to the site launch, the merch collection featured trucker hats in blue, red or green, in addition to a selection of AWGE branded t-shirts, which sold out immediately.
The website’s”About” section clearly lists the integral members of the AWGE team. In addition to Robert Gallardo and Ian Connor, contributors are listed alongside their creative roles: Matt Henson — Fashion, Shane Gonzales — Design, Kamil Abbas — Creative, Hidjifilms — Video, Ben Baller — Jewellery, Hec Lunas Frans — Producers. It. The photographer’s work is instantly recognizable for its mixed media collage style references, and off-the-cuff references to brands like Palace and Goyard. Throughout the A$ AP Mob networking platforms, Camera’s DIY aesthetic has become a staple since the relaunch. AWGE’s scope has not been limited to music. In 2016 rumors of a potential collaboration with fashion critic favorite J.W. Anderson were verified, with Rocky frequently seen sporting the collection’s standout piece, a faux fur teddy jacket. Likewise the stand-out collaboration with GUESS of Rocky was conceptualized by the AWGE team. The launch of the clubhouse installation and a store 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 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. Furthermore, in October of the same year, in the run up to the release of Cozy Tapes Vol. 1, A$AP Rocky premiered the AWGE-directed short film “Money Man.” The film, a partnership with Red Bull, was a contemporary reworking of the cult French film La Haine, shot by regular A$AP Mob collaborator, Dexter Navy, also featuring London grime artist Skepta. The film was flexing an exercise in expression, its muscle.