Asap Rocky Desktop
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 Desktop
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: Tan Camera and Robert Gallardo. Gallardo and Camera (real name Kimi Selfridge), were credited as the masterminds behind the project, with Gallardo taking the lead on creative direction and Selfridge as responsible for much of the installation’s photography and design work. AWGE’s scope 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 coat. Likewise the stand-out collaboration with GUESS of Rocky was 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 installation and a pop-up store inspired by a’90s treehouse, welcomed in attendance a who’s who of the Los Angeles scene. With these two high-profile movies gaining wide-scale attention and millions of views, AWGE remained very much behind the scenes. Be music videos it clothing, or events that are expansive, one thing is for sure: AWGE has more surprises in store. In May 2015, A$AP Rocky relaunched his Instagram with a series of seamless, curated collages. When seen on any smartphone, Rocky’s feed could be scrolled through as a constant experience, transcending Instagram’s conventionally format at the moment. In the midst of AWGEST, the AWGE enterprise unleashed what is the realization of the vision their Midnight Rave in Los Angeles, to date. Titled after Shane Gonzales’ label Midnight Studios, the Midnight Rave featured performances from designer and DJ Virgil Abloh, along with members of the A$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 over the DJ booth. The photographer’s work is immediately recognizable for its media collage style references, and off-the-cuff references to iconic brands such as Palace and Goyard. Since the relaunch, the DIY aesthetic of Camera has become a staple throughout the A$ AP Mob’s social media platforms.
While, in and of itself, this undertaking was an important time for the artist’s aesthetic individuality, it’s perhaps most noteworthy since the project of this AWGE collective, the secret cabal of artists, stylists, and creators of A$ AP Rocky. In this sense, it’s a testament to the desire for secrecy of the collective that whilst consistently putting out content that is high-profile, AWGE has managed to shroud itself in mystery. We reached out to a few members of the crew, 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 were able to buy a limited collaboration T-shirt by Abloh’s brand Off-White and AWGE. Refusing to be confined by the limitations of art management that is one-dimensional, it is perhaps in this multi-disciplinary, box-less manner that we’ll see venture .
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.” Although the day of the relaunch saw Rocky’s Instagram shed over 100,000 followers, this exceptional reimagining of his social media presence through daring, 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. AWGE and fast forward two years has stayed, by-and-large, a mysterious thing to those who’ve followed the A$AP Mob. He stayed quiet while noteworthy A$ AP affiliate Ian Connor shouted out the collective. Since their first job, the collective’s emblem was spotted with nearly all the Mob 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 the Cozy Tapes Vol. 2 and the launch of a new AWGE website and merch line. Seen on A$AP Mob members in the run up to the site launch, the merch collection featured a choice, in addition to trucker hats in red, green or blue. What about the title itself — what the hell does AWGE mean? “No one needs to know what the letters stand for. We know what it is, and that is how we want to keep it.” 1, A$AP Rocky premiered the AWGE-directed short film “Money Man.” The movie, a partnership with Red Bull, was a contemporary reworking of the cult French movie La Haine, shot by regular A$AP Mob collaborator, Dexter Navy, and featuring London grime artist Skepta. The short film AWGE flexed a workout in expression, its creative muscle. The new awgeshit.com website gave fans their first look into the collective’s inner workings, removing the proverbial veil that had surrounded AWGE up till this point. The website’s”About” section clearly lists the members of their AWGE team. It’s a who’s who of A$AP Mob affiliates.