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Asap Rocky Email

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Asap Rocky Email

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 Email

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. Gallardo and Camera (actual name Kimi Selfridge), were imputed 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 restricted 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. 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 introduced the’A$AP Rocky x GUE$$ Clubhouse’. The launch of the clubhouse, itself installation and a pop-up shop inspired by a’90s treehouse, welcomed in presence a who’s who of the Los Angeles creative scene. 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 grand events, one thing is for sure: AWGE has surprises in store. When viewed on any smartphone, Rocky’s feed could be scrolled through transcending Instagram’s squared format at the time. In the middle of AWGEST, the AWGE enterprise unleashed what is the realization of their vision their Midnight Rave in Los Angeles, thus far. Titled after Shane Gonzales’ punk-inspired tag Midnight Studios, the Midnight Rave featured performances from designer and DJ Virgil Abloh, along with members of the A$AP Mob themselves. Set in an abandoned L.A. warehouse, the area was carefully curated using Midnight Rave branding as well as a moving L.E.D bar above the DJ booth. The photographer’s work is immediately recognizable for its mixed media collage style references, and references to brands like Goyard and Palace. Since the relaunch, the DIY aesthetic of Camera has become a staple throughout the A$ AP Mob’s social networking platforms.

It is perhaps notable as the inaugural project of the AWGE collective, the secret cabal of artists, stylists, and founders of A$ AP Rocky while, in and of itself, this undertaking was an important time for the artist’s aesthetic individuality. In this sense, it is a testament to the desire for secrecy of the collective that even whilst consistently putting out high profile content, AWGE has managed to continuously shroud itself in mystery. We reached out to a few members of the team, but got the same answer:”The first rule about AWGE is that you don’t 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, Midnight Studios, and AWGE. Refusing to be restricted by the limitations of one-dimensional art direction, it’s perhaps in this multi-disciplinary manner which we’ll see venture .

In describing her participation to Sophisticated , 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 exceptional 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 age of iPhone curators. Fast forward two decades and AWGE has stayed, by-and-large, a mysterious entity to those who have followed the A$AP Mob. While AP affiliate Ian Connor shouted out the collective, he stayed quiet on its objective. Since their first job, the collective’s emblem was spotted with almost all of the Mob’s creative endeavors. The team’s profile was raised in August, however, when A$AP Rocky declared the aptly-titled AWGEST: a month-long takeover by AWGE and the A$AP Mob, which featured multiple album releases, culminating in the launch of the Cozy Tapes Vol. Two and the launch of a new AWGE site and merch line. Seen on A$AP Mob members in the run up to the site launch, the merch collection featured AWGE trucker hats in blue, green or red, as well as a selection of AWGE, which sold out almost immediately. What about the title itself — what the hell does AWGE mean, anyhow? “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 is how we want to keep it.” Moreover, in October of the same year, in the run up to the launch of Cozy Tapes Vol. The film, a partnership with Red Bull, was a contemporary reworking of the cult French movie La Haine, shot by regular A$AP Mob collaborator, Dexter Navy, also featuring London grime artist Skepta. The short film was AWGE flexing its creative muscle, a workout in cross-discipline expression. The site’s”About” section clearly lists the integral members of their AWGE team. In addition to Robert Gallardo and Ian Connor, contributors are listed next to their creative roles: Matt Henson — Fashion, Shane Gonzales — Design, Kamil Abbas — Creative, Hidjifilms — Video, Ben Baller — Jewellery, Hec Lunas Frans — Producers. It is a who’s who of A$AP Mob affiliates.

 

 

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