Asap Rocky Bullied
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 Bullied
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 possibly the most complete realization of their vision to date. Titled after Shane Gonzales’ punk-inspired tag Midnight Studios, the Midnight Rave featured performances from DJ Virgil Abloh and designer, along with members of the A$ AP Mob. Set in an abandoned L.A. warehouse, the area was carefully curated using Midnight Rave branding in addition to a moving L.E.D bar above the DJ booth. With these two high-profile videos gaining wide-scale attention and countless perspectives, AWGE remained very much behind the scenes. In describing her participation to Sophisticated , Selfridge says:”I made each collage by hand with various materials, including photographs shot on 35mm film and Polaroid film.” Be music videos it clothes, or events, 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 through this lens that the world was introduced into 2 of AWGE’s core members: Tan Camera and Robert Gallardo. It is perhaps noteworthy as the inaugural project of this AWGE collective, the secret cabal of artists, stylists, and founders of A$ AP Rocky while, in and of itself, this undertaking was an important moment for the artist identity. Fast forward two years and AWGE has stayed, by-and-large. While the collective was often shouted out by noteworthy A$ AP affiliate Ian Connor, he stayed quiet on its objective. Since their first job, the logo of the collective was seen with nearly all the Mob endeavors.
When viewed on any smartphone, Rocky’s feed could be scrolled through as a visual experience, transcending Instagram’s conventionally squared format at the time. In this sense, it’s a testament to the collective’s desire for secrecy that whilst consistently putting out high profile content, AWGE has managed to continuously shroud itself. We reached out to some members of the team, but got the same answer:”The first rule about AWGE is you do not talk about AWGE.” Besides the performances of the night, fans who were early enough were able to purchase a collaboration T-shirt by Abloh’s brand Off-White, Midnight Studios, and AWGE. Refusing to be restricted by the limitations of one-dimensional art direction, it’s perhaps which we will see AWGE venture farther . What about the name 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.” The team’s profile was 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 record releases, culminating in the launch of the Cozy Tapes Vol. 2 and the launching of a new AWGE site and merch line. Seen often on A$AP Mob members in the run up to the site launch, the merch collection featured AWGE trucker hats in blue, red or green, in addition to a selection of AWGE, which sold out almost instantly.
The website’s”About” section clearly lists the members of their AWGE team. In addition to Robert Gallardo and Ian Connor, contributors are listed next to their creative roles: Matt Henson — Fashion, Shane Gonzales — Design, Kamil Abbas — Creative, Hidjifilms — Video, Ben Baller — Jewellery, Hec Lunas Frans — Producers. It is a who’s who of A$AP Mob affiliates. The photographer’s work is immediately recognizable for its media collage style references, and off-the-cuff references to brands like Goyard and Palace. Since the relaunch, Camera’s DIY aesthetic has become a staple during the A$AP Mob media platforms. AWGE’s scope hasn’t been restricted to audio. In 2016 rumors of a possible collaboration with fashion critic favorite J.W. Anderson were confirmed, with Rocky often seen sporting the collection’s standout piece, a faux fur teddy jacket. Similarly, the AWGE team conceptualized the stand-out collaboration with GUESS of Rocky. The initiation of the clubhouse a shop and installation welcomed in attendance a who’s who of the Los Angeles creative scene. Although the day of the relaunch watched Rocky’s Instagram lose over 100,000 followers, this exceptional reimagining of his social media presence through daring, new visual aesthetics inspired many of the artist’s youthful followers to rethink their own Instagram profiles and ushered in a new era of iPhone curators. 1, A$AP Rocky premiered the AWGE-directed short film “Money Man.” The movie, a partnership with Red Bull, was a contemporary reworking of the cult French film La Haine, shot by regular A$AP Mob collaborator, Dexter Navy, also featuring London grime artist Skepta. The film was AWGE flexing its muscle, a workout in cross-discipline expression.