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Asap Rocky Gq

The Creative non-profit

Asap Rocky Gq

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 Gq

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’digital installation’, and it was through this lens the world was introduced into 2 of AWGE’s core members: Tan Camera and Robert Gallardo. Gallardo and Camera (actual name Kimi Selfridge), were imputed 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. AWGE’s scope hasn’t been limited to music. In 2016 rumors of a possible collaboration with fashion critic favorite J.W. Anderson were confirmed, with Rocky often seen sporting the collection’s standout piece, a faux fur teddy jacket. Likewise Rocky collaboration with GUESS was conceptualized from the AWGE team. The launch of the clubhouse installation and a shop welcomed in presence a who’s who of the Los Angeles scene that was creative. Perhaps most importantly, AWGE branding has featured prominently on two of the Mob’s latest music videos; those for Playboi Carti’s breakout hit “Magnolia” and the posse cut homage to Raf Simons, “RAF.” With these two high profile movies gaining wide-scale attention and millions of views, AWGE remained very much behind the scenes. Be music videos it clothes, or expansive events, one thing is for sure: AWGE has surprises in store. When viewed on any smartphone, Rocky’s feed could be scrolled through surpassing the richly squared arrangement of Instagram at the time. In the middle of AWGEST, the AWGE enterprise unleashed what is the most complete realization of the creative vision 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$AP Mob themselves. Set in an abandoned L.A. warehouse, the space was carefully curated with Midnight Rave branding in addition to a moving L.E.D bar over the DJ booth. The photographer’s work is immediately recognizable for its media collage style, pop-culture references, and references that are off-the-cuff to brands such as Goyard and Palace. Since the relaunch, the DIY aesthetic of Camera has become a staple during the A$ AP Mob networking platforms.

While, in and of itself, this undertaking was an important moment for the artist identity, it’s perhaps noteworthy since the inaugural project of this AWGE collective, the secret cabal of artists, stylists, and creators of A$ AP Rocky. In this sense, it’s a testament to the desire for secrecy of the collective that whilst consistently putting out articles, 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 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 restricted by the limitations of art direction that is one-dimensional, it’s perhaps that we’ll see AWGE venture farther in the future.

In describing her involvement to Sophisticated , Selfridge says:”I made each collage by hand with many materials, including photos 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 daring, new visual aesthetics motivated many of the artist’s youthful 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’ve followed the A$AP Mob. While notable A$AP affiliate Ian Connor often shouted out the collective, he remained quiet. Since their first project, the logo of the collective was spotted with almost all of the Mob’s creative endeavors. The crew’s profile was 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 multiple record releases, culminating in the release of the Cozy Tapes Vol. 2 and the launch of a new AWGE website and merch line. Seen often on A$AP Mob members in the run up to the website launch, the merch collection featured trucker hats in green, blue or red, in addition to a selection of AWGE branded t-shirts, which sold out almost immediately. What about the title itself — what the hell does AWGE mean? “No one should know what the letters stand for. We know what it is, and that’s how we want to keep it.” Furthermore, in October of the same year, in the run up to the release of Cozy Tapes Vol. The film, a partnership with Red Bull, was a modern reworking of the cult French film La Haine, shot by regular A$AP Mob collaborator, Dexter Navy, and featuring London grime artist Skepta. The film AWGE flexed its creative muscle, an exercise in expression. The website’s”About” section clearly lists the members of the AWGE team. Besides 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.

 

 

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