Asap Rocky Birthday
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 Birthday
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’digital installation’, and it was that the world was introduced to two of AWGE’s core members: Tan Camera and Robert Gallardo. The scope of AWGE has not been restricted to audio. In 2016 rumors of a potential 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. Similarly, the stand-out collaboration with GUESS of Rocky was conceptualized by the AWGE team. The launch of the clubhouse, itself installation and a shop welcomed in presence a who’s who of the Los Angeles scene that was creative. Perhaps most notably, AWGE branding has featured prominently on among 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 it clothes, music videos, or grand events, one thing is for certain: AWGE has surprises in store. Rocky’s feed could be scrolled through transcending Instagram’s squared format at the time, when viewed on any smartphone. In the midst of AWGEST, the AWGE enterprise unleashed what is the realization of the creative vision to date. Titled after Shane Gonzales’ punk-inspired tag Midnight Studios, the Midnight Rave featured performances from DJ Virgil Abloh and global designer, along with members of the A$ AP Mob themselves. Set in an abandoned L.A. warehouse, the area was carefully curated with Midnight Rave branding in addition to a moving L.E.D bar over the DJ booth. The photographer’s work is instantly recognizable for its mixed media collage style references, and references to iconic brands such as Goyard and Palace. Throughout the A$ AP Mob networking platforms, Camera’s DIY aesthetic has become a staple since the relaunch.
It is perhaps most notable as the project of this AWGE collective, the secret cabal of musicians, stylists, and founders of A$ AP Rocky while, in and of itself, this undertaking was an important moment for the artist’s aesthetic identity. In this sense, it’s a testament to the desire for secrecy of the collective that even whilst consistently putting out articles, 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 do not talk about AWGE.” In addition to the performances of the night, fans who were early enough were able AWGE, and to buy a limited collaboration T-shirt by Abloh’s brand Off-White, Midnight Studios. Refusing to be restricted by the constraints of art management that is one-dimensional, it’s perhaps in this multi-disciplinary, box-less manner that we will see AWGE venture farther in the future.
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.” 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 inspired many of the artist’s youthful followers to rethink their own Instagram profiles and ushered in a new era of iPhone curators. Fast forward two decades and AWGE has stayed, by-and-large. While the collective was often shouted out by noteworthy A$ AP affiliate Ian Connor, he stayed quiet. Since their first project, the emblem of the collective has been spotted in connection with nearly all of the Mob endeavors. The team’s profile has been raised in August, however, when A$AP Rocky declared the aptly-titled AWGEST: a month-long takeover by AWGE and the A$AP Mob, which featured several album releases, culminating in the launch of this Cozy Tapes Vol. 2 and the launch of a new AWGE website and merch line. Seen often on A$AP Mob members in the run up to the website launch, the merch collection featured trucker hats in blue, green or red, in addition to a selection. What about the name what the hell does AWGE mean, anyhow? “No one needs to know what the letters stand for. We know what it is, and that is how we want to keep it.” 1, A$AP Rocky premiered the AWGE-directed short film “Money Man.” The film, a partnership with Red Bull, was a modern reworking of the cult French film La Haine, shot by frequent A$AP Mob collaborator, Dexter Navy, also featuring London grime artist Skepta. The short film AWGE flexed its muscle, a workout in cross-discipline expression. The website’s”About” section clearly lists the members of the AWGE team. Besides Robert Gallardo and Ian Connor, contributors are listed next to their creative roles: Matt Henson — Fashion, Shane Gonzales — Design, Kamil Abbas — Creative, Hidjifilms — Video, Ben Baller — Jewellery, Hec Lunas Frans — Producers. It is a who’s who of A$AP Mob affiliates.