Asap Rocky Bed
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 Bed
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 AWGE’s core members: Robert Gallardo and Tan Camera. Gallardo and Camera (real 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. AWGE’s scope has not been limited to audio, however. In 2016 rumors of a possible 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. Likewise Rocky’s stand-out collaboration with GUESS was conceptualized by the AWGE team. The launch of the clubhouseitself installation and a pop-up shop welcomed in attendance a who’s who of the Los Angeles scene that was creative. With these two high profile movies gaining wide-scale attention and millions of perspectives, AWGE remained very much behind the scenes. Be events, music videos, or it clothes, one thing is for certain: AWGE has more surprises in store. When viewed on any smartphone, Rocky’s feed could be scrolled through transcending Instagram’s conventionally format at the moment. In the midst of AWGEST, the AWGE enterprise unleashed what is the realization of the creative vision to date. Titled after Shane Gonzales’ label Midnight Studios, the Midnight Rave featured performances from DJ Virgil Abloh and designer, along with members of the A$ AP Mob. Set in an abandoned L.A. warehouse, the space 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 immediately recognizable for its media collage style, pop-culture references, and references to brands like Goyard and Palace. Throughout the A$ AP Mob’s social media platforms, Camera’s DIY aesthetic has become a staple since the relaunch.
While, in and of itself, this undertaking was an important moment for the artist’s aesthetic individuality, it’s perhaps most notable as the inaugural project of this AWGE collective, A$AP Rocky cabal of artists, stylists, and creators. In this sense, it’s a testament to the collective’s desire for secrecy that whilst always putting out content that is high profile, AWGE has managed to shroud itself in mystery. We reached out to a few members of the crew, but got the same reply:”The first rule about AWGE is that you don’t talk about AWGE.” In addition to the performances of the night, fans who were early enough were able to purchase a collaboration T-shirt Midnight Studios, by Abloh’s brand Off-White, and AWGE. Refusing to be confined by the limitations of art direction, it’s perhaps in this multi-disciplinary way which we’ll see AWGE venture farther in the future.
In describing her involvement to Complex, Selfridge says:”I made each collage by hand with various materials, including photographs shot on 35mm film and Polaroid film.” Although the day of the relaunch saw Rocky’s Instagram lose over 100,000 followers, this exceptional reimagining of his social media presence through daring, new visual aesthetics motivated many of the artist’s youthful followers to rethink their own Instagram profiles and ushered in a new age of iPhone curators. AWGE and fast forward two years has remained, by-and-large, a mysterious thing to those who’ve followed the A$AP Mob. While notable A$AP affiliate Ian Connor shouted out the collective, he remained quiet. Since their first project, the logo of the collective has been spotted in connection with almost all the Mob endeavors. The crew’s profile has been raised in August, but when A$AP Rocky announced the aptly-titled AWGEST: a month-long takeover by AWGE and the A$AP Mob, which featured multiple record releases, culminating in the launch of the Cozy Tapes Vol. 2 and the launch of a new AWGE site and merch line. Seen on A$AP Mob members in the run up to the website launch, the merch collection featured a selection, in addition to trucker hats in red, green or blue. What about the name what the hell does AWGE mean, anyhow? “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’s how we want to keep it.” Moreover, in October of the same year, in the run up to the launch of Cozy Tapes Vol. 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 short film AWGE flexed its muscle, an exercise in expression. The site’s”About” section clearly lists the members of their AWGE team. It.