Asap Rocky Dope
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 Dope
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’installation’, and it was through this lens the world was introduced to two of the core members of AWGE: 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 confirmed, with Rocky frequently seen sporting the collection’s standout piece, a faux fur teddy coat. Similarly, the stand-out collaboration with GUESS of Rocky was conceptualized by the AWGE team. The initiation of the clubhouse installation and a pop-up shop welcomed in attendance a who’s who of the Los Angeles scene. With these two high-profile movies gaining wide-scale attention and countless views, AWGE remained very much behind the scenes. Be music videos it clothes, or events that are expansive, one thing is for certain: AWGE has more surprises in store. When viewed on any smartphone, Rocky’s feed could be scrolled through as a constant visual experience, transcending Instagram’s squared format at the time. In the middle of AWGEST, the AWGE enterprise unleashed what is the realization of the creative vision their Midnight Rave in Los Angeles, thus far. Titled after Shane Gonzales’ label Midnight Studios, the Midnight Rave featured performances from designer and DJ Virgil Abloh, along with members of the A$AP Mob. Set in an abandoned L.A. warehouse, the space was carefully curated using Midnight Rave branding as well as a moving L.E.D bar over the DJ booth. The photographer’s work is immediately recognizable for its media collage style references, and off-the-cuff references to iconic brands like Goyard and Palace. Throughout the A$ AP Mob’s social networking 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 identity, it’s perhaps noteworthy since the inaugural project of the AWGE collective, the secret cabal of artists, stylists, and creators of A$ AP Rocky. In this sense, it’s a testament to the collective’s desire for secrecy that whilst always putting out articles that is high-profile, AWGE has managed to continuously shroud itself. We reached out to a few members of the team, but got the same reply:”The first rule about AWGE is you do not talk about AWGE.” In addition to the night’s performances, fans who were early enough were able AWGE, and to buy a collaboration T-shirt by Abloh’s brand Off-White, Midnight Studios. Refusing to be confined by the limitations of art management that is one-dimensional, it’s perhaps that we’ll see AWGE venture in the future.
In describing her involvement to Complex, 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 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 young followers to rethink their own Instagram profiles and ushered in a new era of iPhone curators. Fast forward two decades and AWGE has remained, by-and-large. While the collective was shouted out by AP affiliate Ian Connor, he stayed quiet. Since their first job, the collective’s emblem was seen with almost all of the Mob’s creative endeavors. The team’s profile has been raised in August, but 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. 2 and the launch of a new AWGE site and merch line. Seen on A$AP Mob members in the run up to the site launch, the merch collection featured a selection, in addition to trucker hats in red, green or blue. What about the title what the hell does AWGE mean, anyway? “The first rule of AWGE is do not ask questions about AWGE,” Rocky replied when asked by The New York Times. “No one needs to know what the letters stand for. We all know what it is, and that’s how we want to keep it.” 1, A$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 film La Haine, shot by frequent A$AP Mob collaborator, Dexter Navy, and featuring London grime artist Skepta. The short film was flexing a workout in cross-discipline expression, its muscle. The new awgeshit.com website gave fans their first look into the collective’s inner workings, removing the proverbial veil which had surrounded AWGE up until this point. The site’s”About” section clearly lists the members of the AWGE team. It’s a who’s who of A$AP Mob affiliates.