Asap Rocky Braces
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 Braces
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 the world was introduced to 2 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 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 coat. Similarly, the AWGE team conceptualized Rocky collaboration with GUESS. The launch of the clubhouse a pop-up shop and installation inspired by a’90s treehouse, welcomed in presence 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 music videos, it clothes, or events that are expansive, one thing is for sure: AWGE has surprises in store. When seen on any smartphone, Rocky’s feed could be scrolled through transcending Instagram’s conventionally squared format at the moment. In the midst of AWGEST, the AWGE enterprise unleashed what is perhaps the most complete realization of their creative vision to date, their Midnight Rave in Los Angeles. Titled after Shane Gonzales’ label Midnight Studios, the Midnight Rave featured performances from global designer and DJ Virgil Abloh, along with members of the A$AP Mob. Set in an abandoned L.A. warehouse, the space was carefully curated using Midnight Rave branding in addition to a moving L.E.D bar above the DJ booth. The photographer’s work is instantly recognizable for its media collage style, pop-culture references, and off-the-cuff references to iconic brands like Goyard and Palace. During the A$ AP Mob’s social networking 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 identity, it is perhaps most noteworthy as the inaugural project of the AWGE collective, A$AP Rocky cabal of artists, stylists, and founders. In this sense, it’s a testament to the desire for secrecy of the collective that even whilst always putting out articles that is high profile, AWGE has managed to continuously shroud itself. We reached out to a few members of the crew, but got the same answer:”The first rule about AWGE is you don’t talk about AWGE.” In addition to the performances of the night, fans who were were able to purchase a collaboration T-shirt Midnight Studios, by Abloh’s brand Off-White, and AWGE. Refusing to be restricted by the constraints of art management that is one-dimensional, it’s perhaps in this box-less way that we’ll see AWGE venture farther in the future.
In describing her involvement to Sophisticated , Selfridge says:”I made each collage by hand with various materials, including photos shot on 35mm film and Polaroid film.” Although the day of the relaunch saw Rocky’s Instagram lose over 100,000 followers, this unique reimagining of his social media presence through daring, new visual aesthetics motivated many of the artist’s youthful followers to rethink their own Instagram profiles and ushered in a new era of iPhone curators. Fast forward two years and AWGE has stayed, by-and-large. While the collective was often shouted out by AP affiliate Ian Connor, he remained quiet on its objective. Since their first job, the collective’s emblem has been spotted in connection with nearly all the Mob endeavors. The crew’s profile was raised in August, however, when A$AP Rocky declared the aptly-titled AWGEST: a month-long takeover by AWGE and the A$AP Mob, which featured several album releases, culminating in the release of this Cozy Tapes Vol. 2 and the launch of a new AWGE website and merch line. Seen on A$AP Mob members in the run up to the site launch, the merch collection featured AWGE trucker hats in green, blue or red, as well as a choice of AWGE branded t-shirts, which sold out almost immediately. What about the name itself — what the hell does AWGE mean, anyhow? “The first rule of AWGE is do not ask questions about AWGE,” Rocky replied when asked by The New York Times. “No one needs to know what the letters stand for. We know what it is, and that’s how we want to keep it.” 1, A$AP Rocky premiered the AWGE-directed short film “Money Man.” The film, a partnership with Red Bull, was a modern reworking of the cult French movie La Haine, shot by frequent A$AP Mob collaborator, Dexter Navy, also featuring London grime artist Skepta. The brief film AWGE flexed an exercise in expression, its creative muscle. 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 is a who’s who of A$AP Mob affiliates.