Asap Rocky Hypebeast
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 Hypebeast
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. 1, A$AP Rocky premiered the AWGE-directed short film “Money Man.” The movie, a partnership with Red Bull, was a modern reworking of the cult French movie La Haine, shot by regular A$AP Mob collaborator, Dexter Navy, also featuring London grime artist Skepta. The film was AWGE bending its muscle, an exercise in cross-discipline expression. While, in and of itself, this undertaking was an important moment for the artist identity, it’s perhaps most noteworthy as the project of this AWGE collective, A$AP Rocky cabal of artists, stylists, and creators. Fast forward two years and AWGE has remained, by-and-large, a mysterious thing to those who’ve followed the A$AP Mob. While AP affiliate Ian Connor often shouted out the collective, he remained quiet on its objective. Since their first project, the emblem of the collective has been seen in connection with almost all of the Mob’s creative endeavors. The website’s”About” section clearly lists the integral members of the AWGE team. Besides Robert Gallardo and Ian Connor, contributors are listed next to their creative roles: Matt Henson — Fashion, Shane Gonzales — Layout, Kamil Abbas — Creative, Hidjifilms — Video, Ben Baller — Jewellery, Hec Lunas Frans — Producers. It.
What about the title what the hell does AWGE mean? “The first rule of AWGE is do not ask questions about AWGE,” Rocky replied when asked by The New York Times. “No one should know what the letters stand for. We all know what it is, and that is how we want to keep it.” When viewed on any smartphone, Rocky’s feed could be scrolled through as a visual experience, transcending the conventionally squared arrangement of Instagram. Perhaps most importantly, 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 addition to 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 constraints of art direction that is one-dimensional, it’s perhaps that we will see venture in the future. The scope of AWGE hasn’t been limited to audio, however. In 2016 rumors of a potential cooperation 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 the AWGE team conceptualized Rocky collaboration with GUESS. The initiation of the clubhouse a store and installation inspired by a’90s treehouse, welcomed in attendance a who’s who of the Los Angeles scene that was creative. Rocky would come to describe the relaunch of his Instagram as a’installation’, and it was through this lens that the world was introduced into 2 of AWGE’s core members: Robert Gallardo and Tan Camera.
Be events, music videos, or it clothing, one thing is for certain: AWGE has surprises in store. The team’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 release of the Cozy Tapes Vol. 2 and the launching of a new AWGE website and merch line. Seen on A$AP Mob members in the run up to the website launch, the merch collection featured a choice, in addition to AWGE trucker hats in red, green or blue. In describing her involvement to Complex, Selfridge says:”I made each collage by hand with many materials, including photographs shot on 35mm film and Polaroid film.” Though the day of the relaunch watched Rocky’s Instagram shed over 100,000 followers, this unique reimagining of his social media presence through daring, new visual aesthetics motivated many of the artist’s young followers to rethink their own Instagram profiles and ushered in a new era of iPhone curators. The photographer’s work is immediately recognizable for its media collage style, pop-culture references, and references to iconic brands like Palace and Goyard. During the A$ AP Mob’s social media platforms, Camera’s DIY aesthetic has become a staple since the relaunch. In this sense, it is a testament to the collective’s desire for secrecy that even whilst consistently putting out articles, AWGE has managed to shroud itself in mystery. We reached out to a few members of the crew, but got the same reply:”The first rule about AWGE is that you don’t talk about AWGE.” In the midst of AWGEST, the AWGE enterprise unleashed what is the realization of the creative vision to date, their Midnight Rave in Los Angeles. Titled after Shane Gonzales’ tag Midnight Studios, the Midnight Rave featured performances from designer and DJ Virgil Abloh, as well as 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.