Asap Rocky Astrotheme
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 Astrotheme
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 to two of AWGE’s core members: Robert Gallardo and Tan Camera. The scope of AWGE has not been limited to music, however. In 2016 rumors of a potential collaboration with fashion critic favorite J.W. Anderson were verified, with Rocky often seen sporting the collection’s standout piece, a faux fur teddy jacket. Likewise the AWGE team conceptualized the stand-out collaboration with GUESS of Rocky. The initiation of the clubhouseitself a pop-up shop and installation motivated by a’90s treehouse, welcomed in presence a who’s who of the Los Angeles scene. With these two high-profile movies gaining wide-scale attention and millions of perspectives, AWGE remained very much behind the scenes. Be music videos, it clothes, or events that are expansive, one thing is for certain: AWGE has more surprises in store. Rocky’s feed could be scrolled through transcending Instagram’s conventionally squared arrangement at the moment, when seen on any smartphone. In the middle of AWGEST, the AWGE enterprise unleashed what is possibly the most complete realization of their creative vision their Midnight Rave in Los Angeles, thus far. Titled after Shane Gonzales’ tag Midnight Studios, the Midnight Rave featured performances from members of the A$ AP Mob and DJ Virgil Abloh, along with international designer. Set in an abandoned L.A. warehouse, the area was carefully curated using Midnight Rave branding in addition to 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 references that are off-the-cuff to brands such as Palace and Goyard. Throughout the A$ AP Mob media platforms, the DIY aesthetic of Camera has become a staple since the relaunch.
It’s most notable as the inaugural 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 time for the artist’s aesthetic individuality. In this sense, it is a testament to the desire for secrecy of the collective that whilst always putting out content that is high profile, AWGE has managed to 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.” In addition to the night’s performances, fans who were were able AWGE, and to purchase a collaboration T-shirt by Abloh’s brand Off-White, Midnight Studios. Refusing to be restricted by the constraints of art direction, it is perhaps that we’ll see venture farther in the future.
In describing her participation to Sophisticated , Selfridge says:”I made each collage by hand with various materials, including photographs shot on 35mm film and Polaroid film.” Although the day of the relaunch saw Rocky’s Instagram shed over 100,000 followers, this unique reimagining of his social media presence through daring, 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 stayed, by-and-large, a mysterious entity to those who’ve followed the A$AP Mob. He stayed quiet, while noteworthy A$ AP affiliate Ian Connor often shouted out the collective. Since their first project, the logo of the collective was seen with almost all the Mob’s creative endeavors. The team’s profile was raised in August, however, when A$AP Rocky declared the aptly-titled AWGEST: a month-long takeover by AWGE and the A$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 on A$AP Mob members in the run up to the website launch, the merch collection featured a choice, as well as AWGE trucker hats in green, blue or red. What about the name what the hell does AWGE mean? “The first rule of AWGE is don’t ask questions about AWGE,” Rocky replied when asked by The New York Times. “No one needs to know what the letters stand for. We all know what it is, and that is how we want to keep it.” Moreover, in October of the same year, in the run up to the launch of Cozy Tapes Vol. The movie, a partnership with Red Bull, was a contemporary reworking of the cult French movie La Haine, shot by frequent A$AP Mob collaborator, Dexter Navy, also featuring London grime artist Skepta. The brief film AWGE flexed an exercise in cross-discipline expression, its creative muscle. The website’s”About” section clearly lists the integral members of the AWGE team. It.