Austin,TX 78704
Jordan@projectnewsense.com

Asap Rocky Awge

The Creative non-profit

Asap Rocky Awge

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 Awge

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 vision to date. Titled after Shane Gonzales’ label Midnight Studios, the Midnight Rave featured performances from global designer and DJ Virgil Abloh, as well as members of the A$AP Mob themselves. Set in an abandoned L.A. warehouse, the space was carefully curated using Midnight Rave branding as well as a moving L.E.D bar over the DJ booth. Perhaps most notably, AWGE branding has featured prominently on two of the Mob’s latest music videos; those for Playboi Carti’s breakout hit “Magnolia” and the posse cut homage to Raf Simons, “RAF.” With these two high profile movies gaining wide-scale attention and countless views, AWGE remained very much behind the scenes. In describing her involvement to Sophisticated , Selfridge says:”I made each collage by hand with many materials, including photos shot on 35mm film and Polaroid film.” Be events, music videos, or it clothing, one thing is for certain: AWGE has more surprises in store. Rocky would come to describe the relaunch of his Instagram as a’digital installation’, and it was through this lens that the world was introduced into 2 of the core members of AWGE: Robert Gallardo and Tan Camera. While, in and of itself, this undertaking was an important time for the artist’s aesthetic individuality, it is perhaps notable as the project of this AWGE collective, A$AP Rocky cabal of artists, stylists, and creators. Fast forward two years and AWGE has remained, by-and-large, a mysterious entity to those who’ve followed the A$AP Mob. He remained quiet while AP affiliate Ian Connor often shouted out the collective. Since their first job, the collective’s emblem has been seen in connection with nearly all the Mob’s creative endeavors.

When seen on any smartphone, Rocky’s feed could be scrolled through surpassing the richly squared arrangement of Instagram at the time. In this sense, it is a testament to the collective’s desire for secrecy that whilst consistently putting out high-profile content, AWGE has managed to shroud itself. We reached out to some members of the team, but got the same answer:”The first rule about AWGE is that you don’t talk about AWGE.” Besides the night’s performances, fans who were 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 constraints of art direction that is one-dimensional, it’s perhaps that we will see AWGE venture farther . What about the title itself — what the hell does AWGE mean, anyway? “No one should know what the letters stand for. We all know what it is, and that is how we want to keep it.” The team’s profile was raised in August, however, 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 launch of the 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 website launch, the merch collection featured AWGE trucker hats in green, blue or red, as well as a choice of AWGE, which sold out almost instantly.

The new awgeshit.com website gave fans their first look into the collective’s inner workings, removing the proverbial veil that had surrounded AWGE up till this point. The site’s”About” section clearly lists the integral members of the AWGE team. It’s a who’s who of A$AP Mob affiliates. The photographer’s work is instantly recognizable for its mixed media collage style, pop-culture references, and references to brands such as Goyard and Palace. During the A$ AP Mob’s social networking platforms, the DIY aesthetic of Camera has become a staple since the relaunch. The scope of AWGE has not been limited to audio, however. In 2016 rumors of a potential cooperation with fashion critic favorite J.W. Anderson were confirmed, with Rocky often seen sporting the collection’s standout piece, a faux fur teddy coat. Similarly, Rocky collaboration with GUESS was holistically conceptualized from the AWGE team. Buoyed by the success of their first collaborative collection, which sold out globally, and to coincide with the collaboration’s second iteration, AWGE presented the’A$AP Rocky x GUE$$ Clubhouse’. The launch of the clubhouseitself installation and a shop inspired 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 shed over 100,000 followers, this exceptional reimagining of his social media presence through bold, new visual aesthetics motivated many of the artist’s young followers to rethink their own Instagram profiles and ushered in a new age of iPhone curators. 1, A$AP Rocky premiered the AWGE-directed short film “Money Man.” The movie, a partnership with Red Bull, was a contemporary reworking of the cult French movie La Haine, shot by frequent A$AP Mob collaborator, Dexter Navy, and featuring London grime artist Skepta. The film AWGE flexed its muscle, a workout in cross-discipline expression.

 

 

>