Asap Rocky Background
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 Background
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 midst of AWGEST, the AWGE enterprise unleashed what is the most complete realization of the vision their Midnight Rave in Los Angeles, to date. Titled after Shane Gonzales’ punk-inspired 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 in addition to a moving L.E.D bar over the DJ booth. Perhaps most importantly, 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 videos gaining wide-scale attention and millions of perspectives, 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 music videos it clothes, or grand events, one thing is for sure: AWGE has more surprises in store. Rocky would come to describe the relaunch of his Instagram as a’installation’, and it was that the world was introduced into 2 of the core members of AWGE: Tan Camera and Robert Gallardo. Gallardo and Camera (real name Kimi Selfridge), were imputed as the masterminds behind the project, with Gallardo taking the lead on creative direction and Selfridge as responsible for much of the installation’s photography and design work. While, in and of itself, this undertaking was an important moment for the artist individuality, it’s perhaps most notable as the inaugural project of the AWGE collective, the secret cabal of artists, stylists, and founders of A$ AP Rocky. Fast forward two years and AWGE has stayed, by-and-large. While noteworthy A$AP affiliate Ian Connor often shouted out the collective, he stayed quiet. Since their first job, the logo of the collective has been spotted with almost all of the Mob’s creative endeavors.
In May 2015, A$AP Rocky relaunched his Instagram using a collection of seamless, curated collages. When seen on any smartphone, Rocky’s feed could be scrolled through as a constant visual experience, transcending Instagram’s squared arrangement at the moment. In this sense, it’s a testament to the collective’s desire for secrecy that whilst always putting out high profile content, AWGE has managed to continuously 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 performances of the night, fans who were early enough were able to buy a collaboration T-shirt by Abloh’s brand Off-White and AWGE. Refusing to be confined by the limitations of art direction that is one-dimensional, it’s perhaps which we’ll see AWGE venture further in the future. What about the title what the hell does AWGE mean, anyway? “No one needs to 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$AP Rocky declared the aptly-titled AWGEST: a month-long takeover by AWGE and the A$AP Mob, which featured multiple album releases, culminating in the release of the Cozy Tapes Vol. 2 and the launching of a new AWGE site and merch line. Seen on A$AP Mob members in the run up to the website launch, the merch collection featured a choice of AWGE, which sold out instantly, as well as AWGE trucker hats in green, blue or red.
The new awgeshit.com website gave fans their first look into the collective’s inner workings, removing the proverbial veil which had surrounded AWGE up until this point. The website’s”About” section clearly lists the members of their AWGE team. In addition to Robert Gallardo and Ian Connor, contributors are listed alongside their creative roles: Matt Henson — Fashion, Shane Gonzales — Design, Kamil Abbas — Creative, Hidjifilms — Video, Ben Baller — Jewellery, Hec Lunas Frans — Producers. It. The photographer’s work is immediately recognizable for its mixed media collage style references, and off-the-cuff references to brands like Goyard and Palace. Throughout the A$ AP Mob media platforms, Camera’s DIY aesthetic has become a staple since the relaunch. The scope of AWGE hasn’t been restricted to audio, 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. Similarly, Rocky collaboration with GUESS was conceptualized by the AWGE team. The launch of the clubhouse a pop-up shop and installation inspired by a’90s treehouse, welcomed in presence a who’s who of the Los Angeles scene. Though the day of the relaunch saw Rocky’s Instagram lose 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$AP Rocky premiered the AWGE-directed short film “Money Man.” The movie, a partnership with Red Bull, was a contemporary reworking of the cult French movie La Haine, shot by regular A$AP Mob collaborator, Dexter Navy, and featuring London grime artist Skepta. The film AWGE flexed its muscle, an exercise in expression.