Asap Rocky Everyday
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 Everyday
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.
In the midst of AWGEST, the AWGE enterprise unleashed what is the realization of the creative vision their Midnight Rave in Los Angeles, to date. Titled after Shane Gonzales’ punk-inspired label Midnight Studios, the Midnight Rave featured performances from global designer and DJ Virgil Abloh, along with members of the A$AP Mob. Set in an abandoned L.A. warehouse, the area was carefully curated with Midnight Rave branding in addition to a moving L.E.D bar over the DJ booth. With these two high profile movies gaining wide-scale attention and countless views, AWGE remained very much behind the scenes. In describing her participation to Sophisticated , Selfridge says:”I made each collage by hand with various materials, including photographs shot on 35mm film and Polaroid film.” Be events, music videos, or it clothing, one thing is for certain: AWGE has surprises in store. Rocky would come to describe the relaunch of his Instagram as a’digital installation’, and it was through this lens that the world was introduced to two of AWGE’s core members: Robert Gallardo and Tan Camera. While, in and of itself, this undertaking was an important moment for the artist individuality, it is perhaps notable as the project of the AWGE collective, the secret cabal of musicians, stylists, and creators of A$ AP Rocky. AWGE and fast forward two years has stayed, by-and-large. While notable A$AP affiliate Ian Connor shouted out the collective, he remained quiet. Since their first project, the collective’s logo has been spotted in connection with nearly all of the Mob endeavors.
In May 2015, A$AP Rocky relaunched his Instagram with a series of seamless, curated collages. Rocky’s feed could be scrolled through transcending Instagram’s conventionally squared arrangement at the time, when viewed on any smartphone. In this sense, it’s a testament to the desire for secrecy of the collective that even whilst consistently putting out high profile articles, AWGE has managed to continuously shroud itself. We reached out to some members of the team, but got the same answer:”The first rule about AWGE is you do not talk about AWGE.” Besides the performances of the night, fans who were were able to purchase a limited collaboration T-shirt by Abloh’s brand Off-White and AWGE. Refusing to be restricted by the constraints of art management, it’s perhaps which we’ll see AWGE venture farther in the future. What about the name itself — what the hell does AWGE mean? “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.” The team’s profile has been raised in August, however, when A$AP Rocky announced the aptly-titled AWGEST: a month-long takeover by AWGE and the A$AP Mob, which featured several record releases, culminating in the release of the Cozy Tapes Vol. Two and the launching of a new AWGE site and merch line. Seen often on A$AP Mob members in the run up to the site launch, the merch collection featured a choice, in addition to AWGE trucker hats in red, green or blue.
The new awgeshit.com site gave fans their first look into the collective’s inner workings, removing the proverbial veil which had surrounded AWGE up till this point. The site’s”About” section clearly lists the integral members of their AWGE team. In addition to Robert Gallardo and Ian Connor, contributors are listed alongside their creative roles: Matt Henson — Fashion, Shane Gonzales — Design, Kamil Abbas — Creative, Hidjifilms — Video, Ben Baller — Jewellery, Hec Lunas Frans — Producers. It. The photographer’s work is immediately recognizable for its mixed media collage style references, and references that are off-the-cuff to iconic brands like Palace and Goyard. Since the relaunch, Camera’s DIY aesthetic has become a staple throughout the A$AP Mob’s social media platforms. AWGE’s scope hasn’t been limited to music. In 2016 rumors of a potential collaboration with fashion critic favorite J.W. Anderson were verified, with Rocky frequently seen sporting the collection’s standout piece, a faux fur teddy jacket. Likewise the AWGE team conceptualized the stand-out collaboration with GUESS of Rocky. Buoyed by the success of their first collaborative collection, which sold out worldwide, and to coincide with the collaboration’s second iteration, AWGE introduced the’A$AP Rocky x GUE$$ Clubhouse’. The initiation of the clubhouse installation and a pop-up shop inspired by a’90s treehouse, welcomed in presence a who’s who of the Los Angeles creative scene. Although the day of the relaunch watched Rocky’s Instagram shed over 100,000 followers, this unique 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. 1, A$AP Rocky premiered the AWGE-directed short film “Money Man.” The film, a partnership with Red Bull, was a contemporary reworking of the cult French film La Haine, shot by frequent A$AP Mob collaborator, Dexter Navy, also featuring London grime artist Skepta. The film AWGE flexed its creative muscle, a workout in expression.