Asap Rocky Excuse Me
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 Excuse Me
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 perhaps the most complete realization of the creative vision their Midnight Rave in Los Angeles, to date. Titled after Shane Gonzales’ tag Midnight Studios, the Midnight Rave featured performances from designer and DJ Virgil Abloh, along with members of the A$AP Mob. Set in an abandoned L.A. warehouse, the space was carefully curated using Midnight Rave branding in addition to a moving L.E.D bar above the DJ booth. With these two high profile movies gaining wide-scale attention and millions of views, AWGE remained very much behind the scenes. In describing her involvement to Sophisticated , Selfridge says:”I made each collage by hand with various materials, including photos shot on 35mm film and Polaroid film.” Be music videos, it clothing, or events that are grand, one thing is for certain: AWGE has more surprises in store. Rocky would come to describe the relaunch of his Instagram as a’digital installation’, and it was through this lens the world was introduced into 2 of AWGE’s core members: Robert Gallardo and Tan Camera. Gallardo and Camera (real name Kimi Selfridge), were credited as the masterminds behind the project, together with Gallardo taking the lead on creative management and Selfridge as responsible for much of the installation’s photography and design work. It is most noteworthy as the project of this AWGE collective, the secret cabal of artists, stylists, and creators of A$ AP Rocky while, in and of itself, this undertaking was a significant time for the artist identity. Fast forward two years and AWGE has stayed, by-and-large, a mysterious thing to those who’ve followed the A$AP Mob. While the collective was often shouted out by noteworthy A$ AP affiliate Ian Connor, he stayed quiet. Since their first project, the collective’s emblem was seen in connection with almost all the Mob’s creative endeavors.
In May 2015, A$AP Rocky relaunched his Instagram with a series of seamless, curated collages. When viewed on any smartphone, Rocky’s feed could be scrolled through as a constant visual experience, transcending Instagram’s squared format at the moment. In this sense, it is a testament to the desire for secrecy of the collective that even whilst always putting out content, AWGE has managed to shroud itself. We reached out to a few members of the crew, but got the same answer:”The first rule about AWGE is you don’t talk about AWGE.” In addition to the performances of the night, fans who were early enough were able AWGE, and to buy a collaboration T-shirt by Abloh’s brand Off-White, Midnight Studios. Refusing to be confined by the limitations of art management, it’s perhaps in this multi-disciplinary way that we’ll see venture further in the future. What about the title what the hell does AWGE mean, anyway? “The first rule of AWGE is do not ask questions about AWGE,” Rocky replied when asked by The New York Times. “No one needs to know what the letters stand for. We know what it is, and that is how we want to keep it.” The crew’s profile was raised in August, but when A$AP Rocky declared the aptly-titled AWGEST: a month-long takeover by AWGE and the A$AP Mob, which featured several album releases, culminating in the launch of this Cozy Tapes Vol. 2 and the launching of a new AWGE site and merch line. Seen frequently on A$AP Mob members in the run up to the website launch, the merch collection featured a choice, as well as AWGE trucker hats in red, green or blue.
The website’s”About” section clearly lists the integral members of their AWGE team. It is a who’s who of A$AP Mob affiliates. The photographer’s work is immediately recognizable for its media collage style references, and references that are off-the-cuff to iconic brands like Goyard and Palace. Since the relaunch, the DIY aesthetic of Camera has become a staple during the A$ AP Mob media platforms. AWGE’s scope hasn’t been limited to music, however. In 2016 rumors of a possible 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. Likewise Rocky’s stand-out collaboration with GUESS was conceptualized from the AWGE team. Buoyed by the success of their first collaborative collection, which sold out worldwide, and to coincide with the collaboration’s second iteration, AWGE presented the’A$AP Rocky x GUE$$ Clubhouse’. The launch of the clubhouse a store and installation inspired by a’90s treehouse, welcomed in presence a who’s who of the Los Angeles creative scene. Though the day of the relaunch watched Rocky’s Instagram shed 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. 1, A$AP Rocky premiered the AWGE-directed short film “Money Man.” The film, a partnership with Red Bull, was a modern reworking of the cult French film La Haine, shot by regular A$AP Mob collaborator, Dexter Navy, also featuring London grime artist Skepta. The brief film was AWGE flexing its muscle, a workout in cross-discipline expression.