Asap Rocky Car
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 Car
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’digital installation’, and it was the world was introduced into two of AWGE’s core members: Robert Gallardo and Tan Camera. Gallardo and Camera (actual name Kimi Selfridge), were imputed as the masterminds behind the project, together with Gallardo taking the lead on creative management and Selfridge as responsible for much of the installation’s photography and design work. The scope of AWGE hasn’t been limited to music, however. In 2016 rumors of a possible collaboration with fashion critic favorite J.W. Anderson were verified, with Rocky often seen sporting the collection’s standout piece, a faux fur teddy jacket. Likewise the stand-out collaboration with GUESS of Rocky was holistically conceptualized by the AWGE team. Buoyed by the success of their first collaborative collection, which sold out globally, and to coincide with the collaboration’s second iteration, AWGE presented the’A$AP Rocky x GUE$$ Clubhouse’. The launch of the clubhouse a pop-up shop and installation motivated by a’90s treehouse, welcomed in presence a who’s who of the Los Angeles scene that was creative. With these two high profile videos gaining wide-scale attention and countless perspectives, AWGE remained very much behind the scenes. Be events, music videos, or it clothing, one thing is for sure: AWGE has surprises in store. In May 2015, A$AP Rocky relaunched his Instagram using a collection of seamless, curated collages. When seen on any smartphone, Rocky’s feed could be scrolled through surpassing the richly squared format of Instagram at the time. In the midst of AWGEST, the AWGE enterprise unleashed what is perhaps the most complete realization of the vision their Midnight Rave in Los Angeles, thus far. Titled after Shane Gonzales’ tag Midnight Studios, the Midnight Rave featured performances from members of the A$ AP Mob and DJ Virgil Abloh, as well as international 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. 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. During the A$ AP Mob networking platforms, Camera’s DIY aesthetic has become a staple since the relaunch.
It is perhaps 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 an important moment for the artist’s aesthetic identity. In this sense, it’s a testament to the collective’s desire for secrecy that whilst always putting out high profile content, AWGE has managed to continuously shroud itself in mystery. We reached out to some members of the crew, but got the same answer:”The first rule about AWGE is that you do not talk about AWGE.” In addition to the night’s performances, fans who were early enough were able AWGE, and to purchase a collaboration T-shirt Midnight Studios, by Abloh’s brand Off-White. Refusing to be confined by the constraints of art direction, it is in this box-less manner that we’ll see venture .
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.” Although the day of the relaunch watched Rocky’s Instagram shed over 100,000 followers, this unique reimagining of his social media presence through bold, 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. Fast forward two years and AWGE has remained, by-and-large, a mysterious entity to those who’ve followed the A$AP Mob. He remained quiet, while AP affiliate Ian Connor often shouted out the collective. Since their first project, the collective’s emblem has been seen in connection with nearly all of the Mob’s creative endeavors. The team’s profile has been raised in August, however, when A$AP Rocky declared the aptly-titled AWGEST: a month-long takeover by AWGE and the A$AP Mob, which featured several album releases, culminating in the launch of this Cozy Tapes Vol. Two and the launch of a new AWGE site and merch line. Seen often on A$AP Mob members in the run up to the site launch, the merch collection featured trucker hats in green, blue or red, as well as a selection of branded t-shirts, which sold out almost instantly. What about the name what the hell does AWGE mean? “No one needs to know what the letters stand for. We all know what it is, and that’s how we want to keep it.” Furthermore, in October of the same year, in the run up to the launch of Cozy Tapes Vol. 1, A$AP Rocky premiered the AWGE-directed short film “Money Man.” The movie, a partnership with Red Bull, was a modern reworking of the cult French movie La Haine, shot by frequent A$AP Mob collaborator, Dexter Navy, also featuring London grime artist Skepta. The film was flexing its creative muscle, a workout in cross-discipline expression. The new awgeshit.com website gave fans their first look into the collective’s inner workings, removing the proverbial veil that had surrounded AWGE up till this point. The site’s”About” section clearly lists the members of their AWGE team. In addition to Robert Gallardo and Ian Connor, contributors are listed alongside their creative roles: Matt Henson — Fashion, Shane Gonzales — Design, Kamil Abbas — Creative, Hidjifilms — Video, Ben Baller — Jewellery, Hec Lunas Frans — Producers. It.