Asap Rocky Braid Style
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 Braid Style
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 the most complete realization of their vision to date. Titled after Shane Gonzales’ punk-inspired tag 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 in addition to a moving L.E.D bar over the DJ booth. Perhaps most importantly, 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 videos gaining wide-scale attention and millions of views, AWGE remained very much behind the scenes. In describing her involvement to Complex, Selfridge says:”I made each collage by hand with many materials, including photographs shot on 35mm film and Polaroid film.” Be it clothing, music videos, or events that are grand, one thing is for sure: AWGE has more surprises in store. Rocky would come to describe the relaunch of his Instagram as a’digital installation’, and it was through this lens that the world was introduced to two of the core members of AWGE: Tan Camera and Robert Gallardo. It’s most noteworthy as the inaugural project of the AWGE collective, the secret cabal of musicians, stylists, and founders of A$ AP Rocky while, in and of itself, this undertaking was an important time for the artist individuality. Fast forward two years and AWGE has stayed, by-and-large. He stayed quiet on its objective, while notable A$ AP affiliate Ian Connor shouted out the collective. Since their first job, the collective’s emblem was seen with nearly all of the Mob endeavors.
In May 2015, A$AP Rocky relaunched his Instagram with a series of seamless, curated collages. Rocky’s feed could be scrolled through transcending Instagram’s conventionally format at the time when seen on any smartphone. In this sense, it’s a testament to the desire for secrecy of the collective that whilst consistently putting out articles that is high-profile, AWGE has managed to shroud itself. We reached out to a few members of the team, but got the same reply:”The first rule about AWGE is you don’t talk about AWGE.” Besides the night’s performances, fans who were were able AWGE, and to buy a collaboration T-shirt by Abloh’s brand Off-White, Midnight Studios. Refusing to be confined by the limitations of one-dimensional art management, it’s in this multi-disciplinary way that we will see AWGE venture farther . What about the name itself — what the hell does AWGE mean, anyhow? “The first rule of AWGE is don’t ask questions about AWGE,” Rocky replied when asked by The New York Times. “No one should know what the letters stand for. We all know what it is, and that’s how we want to keep it.” The team’s profile was raised in August, but when A$AP Rocky announced the aptly-titled AWGEST: a month-long takeover by AWGE and the A$AP Mob, which featured multiple album releases, culminating in the launch of the Cozy Tapes Vol. Two and the launching of a new AWGE website and merch line. Seen on A$AP Mob members in the run up to the site launch, the merch collection featured a choice, as well as AWGE trucker hats in red, green or blue.
The new awgeshit.com site gave fans their first look into the collective’s inner workings, removing the proverbial veil which had surrounded AWGE up until this point. The website’s”About” section clearly lists the integral 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. The photographer’s work is instantly recognizable for its mixed media collage style, pop-culture references, and references to brands such as Palace and Goyard. During the A$ AP Mob’s social media platforms, Camera’s DIY aesthetic has become a staple since the relaunch. The scope of AWGE hasn’t been restricted to audio, however. In 2016 rumors of a possible collaboration with fashion critic favorite J.W. Anderson were confirmed, with Rocky often seen sporting the collection’s standout piece, a faux fur teddy coat. Similarly, the AWGE team holistically conceptualized the stand-out collaboration with GUESS of Rocky. The initiation of the clubhouse a pop-up shop and installation inspired by a’90s treehouse, welcomed in attendance a who’s who of the Los Angeles scene that was creative. Though the day of the relaunch saw Rocky’s Instagram shed over 100,000 followers, this unique reimagining of his social media presence through daring, 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. 1, A$AP Rocky premiered the AWGE-directed short film “Money Man.” The film, a partnership with Red Bull, was a contemporary reworking of the cult French film La Haine, shot by frequent A$AP Mob collaborator, Dexter Navy, also featuring London grime artist Skepta. The short film AWGE flexed a workout in cross-discipline expression, its muscle.