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Asap Rocky Brother

The Creative non-profit

Asap Rocky Brother

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 Brother

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 midst of AWGEST, the AWGE enterprise unleashed what is perhaps the realization of their vision their Midnight Rave in Los Angeles, to date. Titled after Shane Gonzales’ tag Midnight Studios, the Midnight Rave featured performances from members of the A$ AP Mob themselves and DJ Virgil Abloh, along with designer. Set in an abandoned L.A. warehouse, the area was carefully curated with Midnight Rave branding as well as a moving L.E.D bar above the DJ booth. With these two high profile videos gaining wide-scale attention and millions of views, AWGE remained very much behind the scenes. In describing her participation to Complex, Selfridge says:”I made each collage by hand with many materials, including photographs shot on 35mm film and Polaroid film.” Be events, music videos, or it clothing, one thing is for certain: AWGE has surprises in store. Rocky would come to describe the relaunch of his Instagram as a’digital installation’, and it was that the world was introduced into two of the core members of AWGE: Tan Camera and Robert Gallardo. While, in and of itself, this undertaking was an important time for the artist’s aesthetic identity, it is perhaps notable as the inaugural project of the AWGE collective, A$AP Rocky’s secret cabal of artists, stylists, and founders. Fast forward two years and AWGE has stayed, by-and-large. He stayed quiet, while AP affiliate Ian Connor often shouted out the collective. Since their first project, the collective’s logo has been spotted with nearly all the Mob’s creative endeavors.

When seen on any smartphone, Rocky’s feed could be scrolled through as a constant experience, surpassing the richly squared format of Instagram at the time. In this sense, it’s a testament to the collective’s desire for secrecy that whilst consistently putting out articles, 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 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 limitations of art direction that is one-dimensional, it’s perhaps that we’ll see AWGE venture . What about the title 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 all know what it is, and that is 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 several album releases, culminating in the launch of the Cozy Tapes Vol. Two 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 a choice, in addition to AWGE trucker hats in green, blue or red.

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 till this point. The website’s”About” section clearly lists the members of their AWGE team. It’s a who’s who of A$AP Mob affiliates. The photographer’s work is immediately recognizable for its media collage style references, and references that are off-the-cuff to iconic brands like Palace and Goyard. Since the relaunch, the DIY aesthetic of Camera has become a staple throughout the A$ AP Mob networking platforms. The scope of AWGE hasn’t been restricted to music, however. In 2016 rumors of a potential collaboration with fashion critic favorite J.W. Anderson were confirmed, with Rocky often seen sporting the collection’s standout piece, a faux fur teddy jacket. Similarly, the AWGE team conceptualized the stand-out collaboration with GUESS of Rocky. Buoyed by the success of their first collaborative collection, which sold out worldwide, and to coincide with the collaboration’s second iteration, AWGE introduced the’A$AP Rocky x GUE$$ Clubhouse’. The launch of the clubhouse installation and a pop-up shop welcomed in attendance a who’s who of the Los Angeles creative scene. Though the day of the relaunch watched 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 young followers to rethink their own Instagram profiles and ushered in a new era of iPhone curators. 1, A$AP Rocky premiered the AWGE-directed short film “Money Man.” The film, a partnership with Red Bull, was a modern reworking of the cult French film La Haine, shot by frequent A$AP Mob collaborator, Dexter Navy, and featuring London grime artist Skepta. The brief film AWGE flexed its muscle, an exercise in expression.

 

 

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