Asap Rocky Concert
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 Concert
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 through this lens that the world was introduced to 2 of AWGE’s core members: Tan Camera and Robert Gallardo. The scope of AWGE has not 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 coat. Likewise Rocky’s stand-out collaboration with GUESS was conceptualized by the AWGE team. The launch of the clubhouse a shop and installation welcomed in presence a who’s who of the Los Angeles scene that was creative. Perhaps most notably, AWGE branding has featured prominently on among the Mob’s most recent music videos; those for Playboi Carti’s breakout hit “Magnolia” and the posse cut homage to Raf Simons, “RAF.” With these two high profile videos gaining wide-scale attention and millions of views, AWGE remained very much behind the scenes. Be it clothes, music videos, or events, one thing is for sure: AWGE has more surprises in store. Rocky’s feed could be scrolled through as a continuous visual experience, transcending Instagram’s conventionally format at the moment, when viewed on any smartphone. In the middle of AWGEST, the AWGE enterprise unleashed what is possibly the realization of their vision their Midnight Rave in Los Angeles, thus far. Titled after Shane Gonzales’ tag Midnight Studios, the Midnight Rave featured performances from global designer and DJ Virgil Abloh, along with members of the A$AP Mob themselves. Set in an abandoned L.A. warehouse, the space was carefully curated with Midnight Rave branding as well as a moving L.E.D bar over the DJ booth. The photographer’s work is instantly recognizable for its mixed media collage style references, and off-the-cuff references to iconic brands like Palace and Goyard. Throughout the A$ AP Mob media platforms, the DIY aesthetic of Camera has become a staple since the relaunch.
While, in and of itself, this undertaking was an important time for the artist’s aesthetic identity, it is perhaps most noteworthy since the inaugural project of this AWGE collective, the secret cabal of musicians, stylists, and creators of A$ AP Rocky. In this sense, it is a testament to the desire for secrecy of the collective that whilst always putting out high-profile articles, AWGE has managed to shroud itself in mystery. We reached out to some members of the team, but got the same answer:”The first rule about AWGE is that you don’t talk about AWGE.” Besides the performances of the night, fans who were early enough were able to purchase a limited collaboration T-shirt by the brand Off-White, Midnight Studios of Abloh, and AWGE. Refusing to be confined by the limitations of art management that is one-dimensional, it is perhaps which we will see AWGE venture farther .
In describing her involvement to Sophisticated , Selfridge says:”I made each collage by hand with various 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 exceptional reimagining of his social media presence through bold, new visual aesthetics motivated many of the artist’s youthful followers to rethink their own Instagram profiles and ushered in a new era of iPhone curators. Fast forward two years and AWGE has stayed, by-and-large, a mysterious thing to all those who have followed the A$AP Mob. He remained quiet on its objective, while noteworthy A$ AP affiliate Ian Connor shouted out the collective. Since their first project, the collective’s logo has been spotted with almost all the Mob endeavors. The crew’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 release of this Cozy Tapes Vol. Two and the launching of a new AWGE website and merch line. Seen often on A$AP Mob members in the run up to the site launch, the merch collection featured AWGE trucker hats in blue, red or green, in addition to a choice. What about the title what the hell does AWGE mean, anyway? “No one should know what the letters stand for. We all know what it is, and that’s how we want to keep it.” 1, A$AP Rocky premiered the AWGE-directed short film “Money Man.” The film, a partnership with Red Bull, was a contemporary reworking of the cult French movie La Haine, shot by frequent A$AP Mob collaborator, Dexter Navy, and featuring London grime artist Skepta. The film was flexing its muscle, a workout in expression. The website’s”About” section clearly lists the integral members of the AWGE team. It is a who’s who of A$AP Mob affiliates.