Asap Rocky Biography
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 Biography
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 creative vision their Midnight Rave in Los Angeles, to date. Titled after Shane Gonzales’ label Midnight Studios, the Midnight Rave featured performances from members of the A$ AP Mob themselves and DJ Virgil Abloh, as well as designer. 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 above the DJ booth. With these two high-profile movies gaining wide-scale attention and countless perspectives, AWGE remained very much behind the scenes. In describing her participation to Sophisticated , Selfridge says:”I made each collage by hand with various materials, including photographs shot on 35mm film and Polaroid film.” Be grand events, music videos, or it clothes, 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 to two of the core members of AWGE: Robert Gallardo and Tan Camera. While, in and of itself, this undertaking was a significant moment for the artist individuality, it is perhaps most noteworthy as the inaugural project of this AWGE collective, A$AP Rocky’s secret cabal of artists, stylists, and creators. AWGE and fast forward two decades has remained, by-and-large, a mysterious entity to those who have followed the A$AP Mob. He stayed quiet while AP affiliate Ian Connor shouted out the collective. Since their first project, the collective’s emblem was spotted in connection with nearly all of the Mob’s creative endeavors.
Rocky’s feed could be scrolled through transcending Instagram’s conventionally squared format at the time, when seen on any smartphone. 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 continuously shroud itself. We reached out to a few members of the team, but got the same reply:”The first rule about AWGE is you don’t talk about AWGE.” Besides the performances of the night, fans who were early enough were able AWGE, and to purchase a limited collaboration T-shirt Midnight Studios, by Abloh’s brand Off-White. Refusing to be restricted by the limitations of art direction that is one-dimensional, it is perhaps which we’ll see AWGE venture . What about the title itself — what the hell does AWGE mean? “The first rule of AWGE is do not ask questions about AWGE,” Rocky replied when asked by The New York Times. “No one should know what the letters stand for. We know what it is, and that’s how we want to keep it.” 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 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$AP Mob members in the run up to the site launch, the merch collection featured AWGE trucker hats in blue, red or green, as well as a selection of branded t-shirts, which sold out almost immediately.
The new awgeshit.com website gave fans their first look into the collective’s inner workings, removing the proverbial veil that had surrounded AWGE up until this point. The website’s”About” section clearly lists the integral members of their AWGE team. Besides Robert Gallardo and Ian Connor, contributors are listed next to their creative roles: Matt Henson — Fashion, Shane Gonzales — Design, Kamil Abbas — Creative, Hidjifilms — Video, Ben Baller — Jewellery, Hec Lunas Frans — Producers. It. The photographer’s work is immediately recognizable for its media collage style references, and references to brands such as Palace and Goyard. Throughout the A$ AP Mob media platforms, Camera’s DIY aesthetic has become a staple since the relaunch. The scope of AWGE hasn’t been limited to music, however. In 2016 rumors of a possible cooperation with fashion critic favorite J.W. Anderson were confirmed, with Rocky frequently seen sporting the collection’s standout piece, a faux fur teddy jacket. Likewise the AWGE team conceptualized the stand-out collaboration with GUESS of Rocky. Buoyed by the success of their first collaborative collection, which sold out worldwide, and to coincide with the collaboration’s second iteration, AWGE introduced the’A$AP Rocky x GUE$$ Clubhouse’. The launch of the clubhouse installation and a pop-up store inspired by a’90s treehouse, welcomed in presence a who’s who of the Los Angeles creative scene. Although the day of the relaunch watched Rocky’s Instagram shed over 100,000 followers, this unique 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. Furthermore, in October of the same year, in the run up to the launch of Cozy Tapes Vol. 1, A$AP Rocky premiered the AWGE-directed short film “Money Man.” The movie, a partnership with Red Bull, was a contemporary reworking of the cult French film La Haine, shot by regular A$AP Mob collaborator, Dexter Navy, and featuring London grime artist Skepta. The film was bending its muscle, an exercise in expression.