Asap Rocky Braids
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 Braids
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.
Furthermore, in October of the same year, in the run up to the launch of Cozy Tapes Vol. 1, A$AP Rocky premiered the AWGE-directed short film “Money Man.” The movie, a partnership with Red Bull, was a modern reworking of the cult French film La Haine, shot by frequent A$AP Mob collaborator, Dexter Navy, also featuring London grime artist Skepta. The short film AWGE flexed an exercise in expression, its muscle. It is most noteworthy as the inaugural 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 a significant moment for the artist identity. Fast forward two decades and AWGE has remained, by-and-large, a mysterious thing to those who’ve followed the A$AP Mob. While the collective was shouted out by AP affiliate Ian Connor, he stayed quiet. Since their first job, the emblem of the collective has been seen in connection with nearly all the Mob’s creative endeavors. 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 members of the AWGE team. It.
What about the name 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 needs to know what the letters stand for. We know what it is, and that is how we want to keep it.” When viewed on any smartphone, Rocky’s feed could be scrolled through as a visual experience, transcending Instagram’s conventionally arrangement at the time. Perhaps most notably, AWGE branding has featured prominently on two of 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. Besides the performances of the night, fans who were 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 management, it is in this multi-disciplinary, box-less way that we’ll see AWGE venture in the future. The scope of AWGE has not been restricted to music, however. In 2016 rumors of a possible cooperation 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, Rocky’s stand-out collaboration with GUESS was conceptualized by the AWGE team. The initiation of the clubhouse, itself 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. Rocky would come to describe the relaunch of his Instagram as a’digital installation’, and it was through this lens the world was introduced to 2 of the core members of AWGE: Robert Gallardo and Tan Camera.
Be music videos it clothes, or events that are grand, one thing is for certain: AWGE has more surprises in store. The team’s profile has been raised in August, but when A$AP Rocky announced the aptly-titled AWGEST: a month-long takeover by AWGE and the A$AP Mob, which featured multiple album releases, culminating in the launch of the Cozy Tapes Vol. Two and the launch of a new AWGE website and merch line. Seen on A$AP Mob members in the run up to the site launch, the merch collection featured a choice, in addition to trucker hats in green, blue or red. In describing her involvement to Complex, Selfridge says:”I made each collage by hand with many 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 young followers to rethink their own Instagram profiles and ushered in a new era of iPhone curators. The photographer’s work is immediately recognizable for its media collage style references, and references that are off-the-cuff to brands like Palace and Goyard. Since the relaunch, Camera’s DIY aesthetic has become a staple throughout the A$AP Mob’s social media platforms. In this sense, it’s a testament to the collective’s desire for secrecy that whilst consistently putting out articles that is high-profile, AWGE has managed to continuously shroud itself in mystery. We reached out to a few members of the team, but got the same reply:”The first rule about AWGE is you don’t talk about AWGE.” In the midst of AWGEST, the AWGE enterprise unleashed what is possibly the most complete realization of their creative vision their Midnight Rave in Los Angeles, thus far. Titled after Shane Gonzales’ punk-inspired tag Midnight Studios, the Midnight Rave featured performances from DJ Virgil Abloh and international designer, along with members of the A$ 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.