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Asap Rocky Documentary

The Creative non-profit

Asap Rocky Documentary

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 Documentary

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.

 

The movie, a partnership with Red Bull, was a modern reworking of the cult French film La Haine, shot by regular A$AP Mob collaborator, Dexter Navy, also featuring London grime artist Skepta. The brief film AWGE flexed its creative muscle, a workout in expression. While, in and of itself, this undertaking was a significant time for the artist identity, it is most noteworthy since the project of the AWGE collective, the secret cabal of musicians, stylists, and creators of A$ AP Rocky. Fast forward two years and AWGE has remained, by-and-large. While the collective was shouted out by notable A$ AP affiliate Ian Connor, he remained quiet. Since their first job, the logo of the collective was spotted with nearly all of 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 which had surrounded AWGE up until this point. The site’s”About” section clearly lists the members of their AWGE team. It.

What about the name what the hell does AWGE mean? “The first rule of AWGE is don’t ask questions about AWGE,” Rocky replied when asked by The New York Times. “No one needs to know what the letters stand for. We know what it is, and that is how we want to keep it.” Rocky’s feed could be scrolled through as a continuous experience, transcending Instagram’s squared arrangement at the moment when seen on any smartphone. Perhaps most importantly, AWGE branding has featured prominently on two of 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 perspectives, AWGE remained very much behind the scenes. Besides the night’s performances, fans who were were able to purchase a collaboration T-shirt Midnight Studios, by Abloh’s brand Off-White, and AWGE. Refusing to be restricted by the constraints of one-dimensional art management, it is perhaps that we will see AWGE venture . AWGE’s scope hasn’t been restricted to music. In 2016 rumors of a potential cooperation with fashion critic favorite J.W. Anderson were verified, with Rocky frequently seen sporting the collection’s standout piece, a faux fur teddy jacket. Similarly, the AWGE team conceptualized Rocky collaboration with GUESS. The initiation of the clubhouse installation and a pop-up store motivated by a’90s treehouse, welcomed in presence a who’s who of the Los Angeles scene that was creative. Rocky would come to describe the relaunch of his Instagram as a’installation’, and it was that the world was introduced into 2 of AWGE’s core members: Robert Gallardo and Tan Camera.

Be music videos, it clothing, or events that are grand, one thing is for sure: AWGE has more surprises in store. The crew’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 multiple album releases, culminating in the release of this Cozy Tapes Vol. Two and the launching of a new AWGE site and merch line. Seen on A$AP Mob members in the run up to the site launch, the merch collection featured AWGE trucker hats in green, blue or red, as well as a selection. In describing her involvement to Complex, Selfridge says:”I made each collage by hand with various materials, including photos shot on 35mm film and Polaroid film.” Though the day of the relaunch saw Rocky’s Instagram lose over 100,000 followers, this unique reimagining of his social media presence through bold, new visual aesthetics inspired many of the artist’s youthful followers to rethink their own Instagram profiles and ushered in a new era of iPhone curators. The photographer’s work is instantly recognizable for its media collage style, pop-culture references, and off-the-cuff references to iconic brands like Goyard and Palace. Since the relaunch, the DIY aesthetic of Camera has become a staple throughout the A$ AP Mob’s social media platforms. In this sense, it’s a testament to the desire for secrecy of the collective that whilst always putting out articles, AWGE has managed to shroud itself. We reached out to a few members of the crew, but got the same reply:”The first rule about AWGE is you don’t talk about AWGE.” In the middle of AWGEST, the AWGE enterprise unleashed what is the most complete realization of the vision to date. Titled after Shane Gonzales’ punk-inspired tag Midnight Studios, the Midnight Rave featured performances from DJ Virgil Abloh and international 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 over the DJ booth.

 

 

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