Asap Rocky Interview
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 Interview
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 that the world was introduced to two of the core members of AWGE: Tan Camera and Robert Gallardo. Gallardo and Camera (actual name Kimi Selfridge), were imputed as the masterminds behind the project, 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 restricted 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 holistically conceptualized the stand-out collaboration with GUESS of Rocky. The launch of the clubhouse, itself a pop-up store and installation welcomed in presence a who’s who of the Los Angeles scene. 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 videos gaining wide-scale attention and millions of perspectives, AWGE remained very much behind the scenes. Be music videos it clothes, or events that are grand, one thing is for sure: AWGE has surprises in store. When seen on any smartphone, Rocky’s feed could be scrolled through as a constant experience, transcending Instagram’s conventionally squared format at the moment. In the midst of AWGEST, the AWGE enterprise unleashed what is possibly the realization of their creative vision to date. Titled after Shane Gonzales’ punk-inspired label Midnight Studios, the Midnight Rave featured performances from DJ Virgil Abloh and global designer, along with 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. The photographer’s work is instantly recognizable for its media collage style, pop-culture references, and off-the-cuff references to iconic brands such as Palace and Goyard. During the A$ AP Mob’s social networking platforms, Camera’s DIY aesthetic has become a staple since the relaunch.
While, in and of itself, this undertaking was a significant time for the artist individuality, it is perhaps most noteworthy as the inaugural project of this AWGE collective, the secret cabal of artists, stylists, and creators of A$ AP Rocky. In this sense, it is a testament to the desire for secrecy of the collective that whilst always putting out content that is high-profile, AWGE has managed to continuously shroud itself. 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.” Besides the night’s performances, fans who were early enough were able AWGE, and to purchase a limited collaboration T-shirt by Abloh’s brand Off-White, Midnight Studios. Refusing to be restricted by the limitations of art direction, it’s perhaps which we’ll see venture .
In describing her participation 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 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. Fast forward two decades and AWGE has remained, by-and-large, a mysterious thing to all those who have followed the A$AP Mob. While noteworthy A$AP affiliate Ian Connor shouted out the collective, he stayed quiet on its objective. Since their first project, the logo of the collective has been seen with almost all of the Mob’s creative endeavors. 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 launch of this Cozy Tapes Vol. 2 and the launching of a new AWGE website and merch line. Seen on A$AP Mob members in the run up to the site launch, the merch collection featured a choice of AWGE, which sold out immediately, in addition to trucker hats in green, blue or red. What about the name itself — what the hell does AWGE mean? “No one needs to know what the letters stand for. We know what it is, and that’s how we want to keep it.” The film, a partnership with Red Bull, was a modern reworking of the cult French film La Haine, shot by regular A$AP Mob collaborator, Dexter Navy, and featuring London grime artist Skepta. The film AWGE flexed an exercise in expression, its muscle. The site’s”About” section clearly lists the members of the AWGE team. It.