Asap Rocky Guess
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 Guess
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 possibly the most complete realization of their vision to date. Titled after Shane Gonzales’ punk-inspired tag Midnight Studios, the Midnight Rave featured performances from DJ Virgil Abloh and global designer, as well as members of the A$ AP Mob. 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. Perhaps most notably, AWGE branding has featured prominently on two of the Mob’s most recent 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. 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.” Be music videos, it clothes, or events that are expansive, 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 the world was introduced to 2 of AWGE’s core members: Tan Camera and Robert Gallardo. While, in and of itself, this undertaking was a significant moment for the artist identity, it’s perhaps most noteworthy as the project of the AWGE collective, the secret cabal of musicians, stylists, and founders of A$ AP Rocky. Fast forward two years and AWGE has stayed, by-and-large. He stayed quiet on its purpose, while noteworthy A$ AP affiliate Ian Connor shouted out the collective. Since their first job, the logo of the collective was spotted with nearly all the Mob’s creative endeavors.
Rocky’s feed could be scrolled through transcending Instagram’s squared arrangement at the moment, when seen on any smartphone. In this sense, it is a testament to the desire for secrecy of the collective that even whilst always putting out articles, 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 do not talk about AWGE.” Besides the night’s performances, fans who were were able AWGE, and to buy a collaboration T-shirt Midnight Studios, by Abloh’s brand Off-White. Refusing to be confined by the limitations of art direction, it is in this box-less manner which we’ll see venture farther in the future. What about the title itself — what the hell does AWGE mean, anyway? “No one should know what the letters stand for. We all know what it is, and that is how we want to keep it.” 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 multiple record releases, culminating in the release of this Cozy Tapes Vol. Two and the launch of a new AWGE site and merch line. Seen on A$AP Mob members in the run up to the website launch, the merch collection featured AWGE trucker hats in green, blue or red, in addition to a choice.
The site’s”About” section clearly lists the members of their AWGE team. It. The photographer’s work is immediately recognizable for its media collage style references, and off-the-cuff references to iconic brands such as Goyard and Palace. During the A$ AP Mob networking platforms, the DIY aesthetic of Camera has become a staple since the relaunch. AWGE’s scope has not been limited to music. In 2016 rumors of a possible cooperation with fashion critic favorite J.W. Anderson were confirmed, with Rocky often seen sporting the collection’s standout piece, a faux fur teddy coat. Similarly, Rocky collaboration with GUESS was conceptualized by the AWGE team. 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 a pop-up store and installation welcomed in presence a who’s who of the Los Angeles scene that was creative. Though the day of the relaunch saw Rocky’s Instagram lose over 100,000 followers, this unique reimagining of his social media presence through daring, 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. Furthermore, in October of the same year, in the run up to the release of Cozy Tapes Vol. The movie, a partnership with Red Bull, was a modern reworking of the cult French movie La Haine, shot by frequent A$AP Mob collaborator, Dexter Navy, and featuring London grime artist Skepta. The brief film was AWGE flexing a workout in cross-discipline expression, its muscle.