Asap Rocky Brockhampton
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 Brockhampton
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 two of AWGE’s core members: Tan Camera and Robert Gallardo. The scope of AWGE hasn’t been limited to audio. 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 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 globally, and to coincide with the collaboration’s second iteration, AWGE introduced the’A$AP Rocky x GUE$$ Clubhouse’. The launch of the clubhouse a store and installation inspired by a’90s treehouse, welcomed in attendance a who’s who of the Los Angeles scene that was creative. With these two high-profile movies gaining wide-scale attention and countless perspectives, AWGE remained very much behind the scenes. Be music videos, it clothing, or events that are grand, one thing is for sure: AWGE has more surprises in store. In May 2015, A$AP Rocky relaunched his Instagram using a series of seamless, curated collages. When viewed on any smartphone, Rocky’s feed could be scrolled through transcending the conventionally squared arrangement of Instagram. In the middle of AWGEST, the AWGE enterprise unleashed what is the realization of the vision to date, their Midnight Rave in Los Angeles. Titled after Shane Gonzales’ punk-inspired tag Midnight Studios, the Midnight Rave featured performances from members of the A$ AP Mob and DJ Virgil Abloh, along with designer. Set in an abandoned L.A. warehouse, the space was carefully curated with Midnight Rave branding as well as 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 that are off-the-cuff to iconic brands such as Goyard and Palace. Throughout the A$ AP Mob media platforms, the DIY aesthetic of Camera has become a staple since the relaunch.
It’s 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 a significant moment for the artist individuality. In this sense, it’s a testament to the collective’s desire for secrecy that whilst always putting out content, AWGE has managed to shroud itself. We reached out to a few members of the crew, but got the same answer:”The first rule about AWGE is that you don’t talk about AWGE.” In addition to the night’s performances, fans who were early enough were able to buy a collaboration T-shirt by Abloh’s brand Off-White and AWGE. Refusing to be confined by the limitations of art direction that is one-dimensional, it’s perhaps which we’ll see venture further in the future.
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.” Though the day of the relaunch watched Rocky’s Instagram lose 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 age of iPhone curators. AWGE and fast forward two decades has remained, by-and-large, a mysterious thing to those who have followed the A$AP Mob. He stayed quiet on its objective, while notable A$ AP affiliate Ian Connor shouted out the collective. Since their first job, the collective’s logo has been spotted in connection with nearly all the Mob endeavors. The crew’s profile has been 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 the Cozy Tapes Vol. 2 and the launch of a new AWGE website and merch line. Seen on A$AP Mob members in the run up to the site launch, the merch collection featured AWGE trucker hats in blue, red or green, as well as a choice. What about the name itself — what the hell does AWGE mean? “No one needs to know what the letters stand for. We know what it is, and that is how we want to keep it.” 1, A$AP Rocky premiered the AWGE-directed short film “Money Man.” The movie, a partnership with Red Bull, was a modern reworking of the cult French movie La Haine, shot by frequent A$AP Mob collaborator, Dexter Navy, and featuring London grime artist Skepta. The brief film was flexing a workout in cross-discipline expression, its muscle. The new awgeshit.com website gave fans their first look into the collective’s inner workings, removing the proverbial veil which had surrounded AWGE up until this point. The site’s”About” section clearly lists the integral members of their AWGE team. It’s a who’s who of A$AP Mob affiliates.