Asap Rocky Longliveasap
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 Longliveasap
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 perhaps the most complete realization of their vision to date. Titled after Shane Gonzales’ label Midnight Studios, the Midnight Rave featured performances from international designer and DJ Virgil Abloh, as well as members of the A$AP Mob themselves. Set in an abandoned L.A. warehouse, the space was carefully curated with Midnight Rave branding in addition to a moving L.E.D bar above the DJ booth. Perhaps most importantly, AWGE branding has featured prominently on two of the Mob’s most recent music videos; those for Playboi Carti’s breakout hit “Magnolia” and the posse cut homage to Raf Simons, “RAF.” With these two high-profile movies gaining wide-scale attention and millions of views, AWGE remained very much behind the scenes. In describing her involvement to Sophisticated , Selfridge says:”I made each collage by hand with various materials, including photographs shot on 35mm film and Polaroid film.” Be events, music videos, or it clothing, one thing is for certain: AWGE has more surprises in store. Rocky would come to describe the relaunch of his Instagram as a’installation’, and it was that the world was introduced into 2 of the core members of AWGE: Robert Gallardo and Tan Camera. Gallardo and Camera (actual name Kimi Selfridge), were credited as the masterminds behind the project, together with Gallardo taking the lead on creative direction and Selfridge as responsible for much of the installation’s photography and design work. It is perhaps most noteworthy as the project of this AWGE collective, the secret cabal of artists, stylists, and founders of A$ AP Rocky while, in and of itself, this undertaking was an important time for the artist individuality. AWGE and fast forward two years 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 on its purpose. Since their first project, the logo of the collective has been seen with almost all the Mob endeavors.
When seen on any smartphone, Rocky’s feed could be scrolled through as a constant visual experience, transcending Instagram’s conventionally arrangement at the time. In this sense, it is a testament to the desire for secrecy of the collective that whilst consistently putting out content, AWGE has managed to continuously shroud itself in mystery. We reached out to a few members of the team, but got the same answer:”The first rule about AWGE is that you do not talk about AWGE.” Besides the performances of the night, 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 constraints of art direction that is one-dimensional, it is perhaps that we’ll see AWGE venture farther . What about the name what the hell does AWGE mean? “The first rule of AWGE is don’t ask questions about AWGE,” Rocky replied when asked by The New York Times. “No one needs to know what the letters stand for. We all know what it is, and that is how we want to keep it.” The crew’s profile has been 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 album releases, culminating in the launch of this Cozy Tapes Vol. 2 and the launching of a new AWGE site and merch line. Seen frequently on A$AP Mob members in the run up to the website launch, the merch collection featured AWGE trucker hats in blue, green or red, as well as a selection.
The new awgeshit.com site gave fans their first look into the collective’s inner workings, removing the proverbial veil which had surrounded AWGE up until this point. The site’s”About” section clearly lists the integral members of the AWGE team. In addition to Robert Gallardo and Ian Connor, contributors are listed next to their creative roles: Matt Henson — Fashion, Shane Gonzales — Design, Kamil Abbas — Creative, Hidjifilms — Video, Ben Baller — Jewellery, Hec Lunas Frans — Producers. It’s a who’s who of A$AP Mob affiliates. 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 Goyard and Palace. During the A$ AP Mob’s social networking platforms, Camera’s DIY aesthetic has become a staple since the relaunch. AWGE’s scope has not been restricted to audio. In 2016 rumors of a possible cooperation with fashion critic favorite J.W. Anderson were confirmed, with Rocky frequently seen sporting the collection’s standout piece, a faux fur teddy jacket. Likewise the stand-out collaboration with GUESS of Rocky 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 presented the’A$AP Rocky x GUE$$ Clubhouse’. The initiation of the clubhouse a store and installation inspired by a’90s treehouse, welcomed in presence a who’s who of the Los Angeles creative scene. Though the day of the relaunch watched Rocky’s Instagram shed over 100,000 followers, this unique reimagining of his social media presence through bold, new visual aesthetics inspired many of the artist’s young followers to rethink their own Instagram profiles and ushered in a new age of iPhone curators. 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 film was AWGE bending an exercise in cross-discipline expression, its muscle.