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Asap Rocky Billboard

The Creative non-profit

Asap Rocky Billboard

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 Billboard

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 possibly the realization of the creative vision their Midnight Rave in Los Angeles, thus far. Titled after Shane Gonzales’ tag Midnight Studios, the Midnight Rave featured performances from members of the A$ AP Mob themselves and DJ Virgil Abloh, along with international designer. 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 above the DJ booth. Perhaps most notably, AWGE branding has featured prominently on two of the Mob’s most recent 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 countless perspectives, AWGE remained very much behind the scenes. In describing her involvement to Sophisticated , Selfridge says:”I made each collage by hand with various materials, including photographs shot on 35mm film and Polaroid film.” Be it clothing, music videos, or events that are grand, one thing is for certain: 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 AWGE’s core members: Tan Camera and Robert Gallardo. It’s perhaps noteworthy as the project of the AWGE collective, the secret cabal of musicians, stylists, and creators of A$ AP Rocky while, in and of itself, this undertaking was a significant moment for the artist identity. AWGE and fast forward two years has stayed, by-and-large. While the collective was shouted out by AP affiliate Ian Connor, he remained quiet on its purpose. Since their first job, the collective’s logo was spotted 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 moment. In this sense, it’s a testament to the collective’s desire for secrecy that whilst always putting out high-profile articles, AWGE has managed to shroud itself. We reached out to some members of the crew, but got the same reply:”The first rule about AWGE is you do not talk about AWGE.” Besides the night’s performances, fans who were early enough were able AWGE, and to buy a collaboration T-shirt by Abloh’s brand Off-White, Midnight Studios. Refusing to be restricted by the limitations of one-dimensional art direction, it’s perhaps that we will see venture . What about the title itself — what the hell does AWGE mean? “No one needs to 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, 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 launch of this Cozy Tapes Vol. 2 and the launch of a new AWGE website and merch line. Seen on A$AP Mob members in the run up to the site launch, the merch collection featured AWGE trucker hats in red, green or blue, as well as a selection.

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 integral 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’s a who’s who of A$AP Mob affiliates. The photographer’s work is instantly recognizable for its media collage style, pop-culture references, and references to brands such as Goyard and Palace. Since the relaunch, the DIY aesthetic of Camera has become a staple during the A$ AP Mob’s social networking platforms. AWGE’s scope has not been restricted to audio. In 2016 rumors of a possible collaboration with fashion critic favorite J.W. Anderson were verified, with Rocky frequently seen sporting the collection’s standout piece, a faux fur teddy coat. 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 globally, and to coincide with the collaboration’s second iteration, AWGE presented the’A$AP Rocky x GUE$$ Clubhouse’. The initiation of the clubhouseitself installation and a store welcomed in attendance a who’s who of the Los Angeles scene. Although 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 youthful followers to rethink their own Instagram profiles and ushered in a new age of iPhone curators. Furthermore, in October of the same year, in the run up to the release of Cozy Tapes Vol. The film, a partnership with Red Bull, was a contemporary reworking of the cult French film La Haine, shot by regular A$AP Mob collaborator, Dexter Navy, also featuring London grime artist Skepta. The film AWGE flexed an exercise in cross-discipline expression, its muscle.

 

 

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