Asap Rocky Dior
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 Dior
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.
Furthermore, in October of the same year, in the run up to the launch of Cozy Tapes Vol. The movie, a partnership with Red Bull, was a contemporary reworking of the cult French movie La Haine, shot by regular A$AP Mob collaborator, Dexter Navy, and featuring London grime artist Skepta. The short film AWGE flexed its muscle, an exercise in expression. While, in and of itself, this undertaking was an important moment for the artist identity, it’s perhaps most notable since the inaugural project of this AWGE collective, the secret cabal of musicians, stylists, and founders of A$ AP Rocky. AWGE and fast forward two years has stayed, by-and-large. He remained quiet, while AP affiliate Ian Connor often shouted out the collective. Since their first job, the emblem of the collective was seen in connection with nearly all the Mob’s creative endeavors. 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 until this point. The site’s”About” section clearly lists the integral members of the AWGE team. It.
What about the name itself — what the hell does AWGE mean, anyhow? “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.” Rocky’s feed could be scrolled through as a constant visual experience, transcending Instagram’s squared format at the time, when seen on any smartphone. With these two high profile videos gaining wide-scale attention and millions of views, AWGE remained very much behind the scenes. In addition to the night’s performances, fans who were were able AWGE, and to buy a collaboration T-shirt by Abloh’s brand Off-White, Midnight Studios. Refusing to be confined by the constraints of art direction that is one-dimensional, it is perhaps in this multi-disciplinary way that we’ll see venture . The scope of AWGE hasn’t been limited to audio. In 2016 rumors of a possible collaboration with fashion critic favorite J.W. Anderson were confirmed, with Rocky frequently 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 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 shop welcomed in attendance a who’s who of the Los Angeles scene. 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. Gallardo and Camera (real name Kimi Selfridge), were credited 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.
Be music videos, it clothing, or events that are expansive, one thing is for sure: AWGE has surprises in store. The crew’s profile was 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 record releases, culminating in the release of the Cozy Tapes Vol. Two and the launch of a new AWGE site and merch line. Seen on A$AP Mob members in the run up to the site launch, the merch collection featured a choice of AWGE branded t-shirts, which sold out immediately, in addition to AWGE trucker hats in green, blue or red. In describing her involvement to Sophisticated , Selfridge says:”I made each collage by hand with various materials, including photographs shot on 35mm film and Polaroid film.” Though the day of the relaunch watched Rocky’s Instagram lose over 100,000 followers, this exceptional reimagining of his social media presence through daring, new visual aesthetics inspired many of the artist’s youthful followers to rethink their own Instagram profiles and ushered in a new era of iPhone curators. The photographer’s work is instantly recognizable for its media collage style, pop-culture references, and off-the-cuff references to brands like Palace and Goyard. Since the relaunch, Camera’s DIY aesthetic has become a staple during the A$AP Mob networking platforms. In this sense, it’s a testament to the collective’s desire for secrecy that whilst consistently putting out content, AWGE has managed to shroud itself. We reached out to some members of the crew, but got the same reply:”The first rule about AWGE is you do not talk about AWGE.” In the middle of AWGEST, the AWGE enterprise unleashed what is the most complete realization of the creative 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, as well as members of the A$AP Mob themselves. Set in an abandoned L.A. warehouse, the space was carefully curated with Midnight Rave branding in addition to a moving L.E.D bar above the DJ booth.