Asap Rocky Height
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 Height
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.
Moreover, 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$AP Mob collaborator, Dexter Navy, also featuring London grime artist Skepta. The brief film was AWGE bending a workout in expression, its muscle. While, in and of itself, this undertaking was a significant time for the artist individuality, it’s perhaps most noteworthy since the project of the AWGE collective, the secret cabal of artists, stylists, and creators of A$ AP Rocky. AWGE and fast forward two decades has stayed, by-and-large, a mysterious entity to those who’ve followed the A$AP Mob. He stayed quiet on its objective, while AP affiliate Ian Connor shouted out the collective. Since their first job, the emblem of the collective has been spotted with almost all the Mob endeavors. The new awgeshit.com site gave fans their first look into the collective’s inner workings, removing the proverbial veil that had surrounded AWGE up until this point. The site’s”About” section clearly lists the members of their AWGE team. Besides Robert Gallardo and Ian Connor, contributors are listed next to their creative roles: Matt Henson — Fashion, Shane Gonzales — Design, Kamil Abbas — Creative, Hidjifilms — Video, Ben Baller — Jewellery, Hec Lunas Frans — Producers. It’s a who’s who of A$AP Mob affiliates.
What about the title what the hell does AWGE mean, anyway? “No one needs to know what the letters stand for. We know what it is, and that’s how we want to keep it.” Rocky’s feed could be scrolled through as a visual experience, transcending Instagram’s conventionally squared format at the time, when seen on any smartphone. Perhaps most importantly, AWGE branding has featured prominently on among 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 videos gaining wide-scale attention and millions of views, AWGE remained very much behind the scenes. In addition to the night’s performances, fans who were early enough were able to purchase a collaboration T-shirt by the brand Off-White, Midnight Studios of Abloh, and AWGE. Refusing to be restricted by the limitations of art direction that is one-dimensional, it’s perhaps that we will see AWGE venture further in the future. The scope of AWGE hasn’t been restricted to audio. In 2016 rumors of a possible collaboration with fashion critic favorite J.W. Anderson were confirmed, with Rocky frequently seen sporting the collection’s standout piece, a faux fur teddy coat. Similarly, Rocky collaboration with GUESS was holistically 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. Rocky would come to describe the relaunch of his Instagram as a’installation’, and it was that the world was introduced to 2 of the core members of AWGE: Robert Gallardo and Tan Camera.
Be it clothing, music videos, or grand events, one thing is for certain: AWGE has surprises in store. The team’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 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 on A$AP Mob members in the run up to the website launch, the merch collection featured trucker hats in blue, red or green, in addition to a selection. In describing her participation to Sophisticated , Selfridge says:”I made each collage by hand with many materials, including photographs shot on 35mm film and Polaroid film.” Although the day of the relaunch saw Rocky’s Instagram shed over 100,000 followers, this exceptional reimagining of his social media presence through daring, new visual aesthetics motivated many of the artist’s young followers to rethink their own Instagram profiles and ushered in a new age of iPhone curators. The photographer’s work is instantly recognizable for its mixed media collage style references, and off-the-cuff references to iconic brands such as Palace and Goyard. Since the relaunch, Camera’s DIY aesthetic has become a staple during the A$AP Mob media platforms. In this sense, it’s a testament to the desire for secrecy of the collective that whilst consistently putting out content that is high-profile, AWGE has managed to continuously shroud itself in mystery. We reached out to some members of the crew, but got the same reply:”The first rule about AWGE is that you do not talk about AWGE.” In the midst of AWGEST, the AWGE enterprise unleashed what is the most complete realization of their creative vision to date. Titled after Shane Gonzales’ punk-inspired label Midnight Studios, the Midnight Rave featured performances from global designer and DJ Virgil Abloh, as well as members of the A$AP Mob themselves. 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.