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Asap Rocky Awards

The Creative non-profit

Asap Rocky Awards

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 Awards

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.

 

1, A$AP Rocky premiered the AWGE-directed short film “Money Man.” The film, a partnership with Red Bull, was a modern reworking of the cult French film La Haine, shot by frequent A$AP Mob collaborator, Dexter Navy, also featuring London grime artist Skepta. The film was AWGE flexing a workout in cross-discipline expression, its muscle. While, in and of itself, this undertaking was an important moment for the artist’s aesthetic individuality, it’s most noteworthy as the project of this AWGE collective, the secret cabal of artists, stylists, and founders of A$ AP Rocky. Fast forward two years and AWGE has remained, by-and-large. He remained quiet on its purpose, while AP affiliate Ian Connor often shouted out the collective. Since their first job, the logo of the collective has been spotted in connection with nearly all the Mob endeavors. 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 until this point. The website’s”About” section clearly lists the members of the AWGE team. It.

What about the title itself — what the hell does AWGE mean, anyway? “The first rule of AWGE is do not ask questions about AWGE,” Rocky replied when asked by The New York Times. “No one should know what the letters stand for. We all know what it is, and that is how we want to keep it.” When seen on any smartphone, Rocky’s feed could be scrolled through transcending Instagram’s squared format at the moment. With these two high profile movies gaining wide-scale attention and millions of perspectives, AWGE remained very much behind the scenes. Besides the performances of the night, fans who were were able to purchase a limited collaboration T-shirt by Abloh’s brand Off-White, Midnight Studios, and AWGE. Refusing to be restricted by the limitations of one-dimensional art direction, it’s in this box-less manner that we will see AWGE venture further . The scope of AWGE hasn’t 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 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 worldwide, and to coincide with the collaboration’s second iteration, AWGE presented the’A$AP Rocky x GUE$$ Clubhouse’. The initiation of the clubhouse, itself a pop-up shop and installation welcomed in presence a who’s who of the Los Angeles creative scene. 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 two of the core members of AWGE: Tan Camera and Robert Gallardo.

Be music videos it clothes, or events that are grand, one thing is for sure: AWGE has more surprises in store. The crew’s profile was 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 release of the Cozy Tapes Vol. 2 and the launch of a new AWGE site and merch line. Seen often on A$AP Mob members in the run up to the website launch, the merch collection featured a selection, as well as trucker hats in green, blue or red. In describing her involvement to Sophisticated , Selfridge says:”I made each collage by hand with many materials, including photographs shot on 35mm film and Polaroid film.” Though the day of the relaunch saw Rocky’s Instagram lose over 100,000 followers, this unique reimagining of his social media presence through daring, new visual aesthetics motivated many of the artist’s youthful followers to rethink their own Instagram profiles and ushered in a new era of iPhone curators. The photographer’s work is immediately recognizable for its mixed media collage style, pop-culture references, and references to brands such as Goyard and Palace. Since the relaunch, Camera’s DIY aesthetic has become a staple during the A$AP Mob’s social media platforms. In this sense, it is a testament to the desire for secrecy of the collective that whilst consistently putting out articles that is high-profile, AWGE has managed to shroud itself. We reached out to a few members of the team, but got the same answer:”The first rule about AWGE is you don’t talk about AWGE.” In the midst of AWGEST, the AWGE enterprise unleashed what is perhaps the most complete realization of the creative vision to date. Titled after Shane Gonzales’ label Midnight Studios, the Midnight Rave featured performances from members of the A$ AP Mob and DJ Virgil Abloh, as well as international designer. 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.

 

 

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