Asap Rocky Bath Salt
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 Bath Salt
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 through this lens that the world was introduced to 2 of the core members of AWGE: Robert Gallardo and Tan Camera. Gallardo and Camera (actual name Kimi Selfridge), were imputed as the masterminds behind the project, together with Gallardo taking the lead on creative direction and Selfridge as responsible for much of the installation’s photography and design work. The scope of AWGE hasn’t been restricted to music, however. 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 Rocky’s stand-out collaboration with GUESS was conceptualized from the AWGE team. 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 a pop-up shop and installation welcomed in attendance a who’s who of the Los Angeles creative scene. 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 movies gaining wide-scale attention and millions of perspectives, AWGE remained very much behind the scenes. Be music videos, it clothing, or events that are grand, one thing is for sure: AWGE has surprises in store. Rocky’s feed could be scrolled through as a continuous visual experience, transcending Instagram’s conventionally squared format at the moment when viewed on any smartphone. In the midst of AWGEST, the AWGE enterprise unleashed what is possibly the realization of their vision their Midnight Rave in Los Angeles, thus far. Titled after Shane Gonzales’ punk-inspired tag Midnight Studios, the Midnight Rave featured performances from members of the A$ AP Mob themselves and DJ Virgil Abloh, as well as international designer. 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. The photographer’s work is immediately recognizable for its mixed media collage style, pop-culture references, and references to brands such as Palace and Goyard. During the A$ AP Mob media platforms, Camera’s DIY aesthetic has become a staple since the relaunch.
While, in and of itself, this undertaking was a significant time for the artist individuality, it’s perhaps most notable since the inaugural project of the AWGE collective, A$AP Rocky’s secret cabal of musicians, stylists, and creators. In this sense, it’s a testament to the collective’s desire for secrecy that even whilst always putting out content, AWGE has managed to continuously shroud itself. We reached out to a few members of the crew, but got the same reply:”The first rule about AWGE is you do not talk about AWGE.” In addition to the night’s performances, fans who were early enough were able AWGE, and to buy a limited collaboration T-shirt Midnight Studios, by Abloh’s brand Off-White. Refusing to be confined by the constraints of art direction, it is perhaps in this multi-disciplinary manner that we will see venture further in the future.
In describing her involvement to Complex, Selfridge says:”I made each collage by hand with various materials, including photos shot on 35mm film and Polaroid film.” Though the day of the relaunch watched Rocky’s Instagram shed over 100,000 followers, this exceptional reimagining of his social media presence through bold, new visual aesthetics inspired many of the artist’s young followers to rethink their own Instagram profiles and ushered in a new era of iPhone curators. AWGE and fast forward two decades has stayed, by-and-large, a mysterious entity to those who have followed the A$AP Mob. He stayed quiet on its purpose, while AP affiliate Ian Connor often shouted out the collective. Since their first job, the collective’s logo has been spotted in connection with almost all of the Mob’s creative endeavors. The crew’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 multiple record releases, culminating in the launch of this Cozy Tapes Vol. Two and the launch of a new AWGE website and merch line. Seen on A$AP Mob members in the run up to the website launch, the merch collection featured AWGE trucker hats in blue, red or green, in addition to a selection. What about the title what the hell does AWGE mean? “The first rule of AWGE is don’t ask questions about AWGE,” Rocky replied when asked by The New York Times. “No one should know what the letters stand for. We all know what it is, and that is how we want to keep it.” 1, A$AP Rocky premiered the AWGE-directed short film “Money Man.” The movie, a partnership with Red Bull, was a modern reworking of the cult French film La Haine, shot by regular A$AP Mob collaborator, Dexter Navy, and featuring London grime artist Skepta. The brief film was bending its creative muscle, an exercise in cross-discipline expression. The new awgeshit.com site gave fans their first look into the collective’s inner workings, removing the proverbial veil that had surrounded AWGE up till 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 next to their creative roles: Matt Henson — Fashion, Shane Gonzales — Layout, Kamil Abbas — Creative, Hidjifilms — Video, Ben Baller — Jewellery, Hec Lunas Frans — Producers. It.