Austin,TX 78704
Jordan@projectnewsense.com

Asap Rocky Tour

The Creative non-profit

Asap Rocky Tour

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 Tour

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.

 

The movie, a partnership with Red Bull, was a modern reworking of the cult French movie La Haine, shot by frequent A$AP Mob collaborator, Dexter Navy, also featuring London grime artist Skepta. The film AWGE flexed an exercise in cross-discipline expression, its muscle. It is perhaps noteworthy since the inaugural project of the AWGE collective, the secret cabal of artists, stylists, and founders of A$ AP Rocky while, in and of itself, this undertaking was a significant time for the artist’s aesthetic individuality. Fast forward two decades and AWGE has remained, by-and-large. He remained quiet, while AP affiliate Ian Connor often shouted out the collective. Since their first project, the collective’s logo was spotted with nearly all of the Mob endeavors. The site’s”About” section clearly lists the integral members of their AWGE team. It is a who’s who of A$AP Mob affiliates.

What about the title what the hell does AWGE mean, anyhow? “No one needs to know what the letters stand for. We know what it is, and that’s how we want to keep it.” When seen on any smartphone, Rocky’s feed could be scrolled through transcending Instagram’s squared arrangement at the moment. 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 videos gaining wide-scale attention and countless 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 limited collaboration T-shirt Midnight Studios, by Abloh’s brand Off-White, and AWGE. Refusing to be confined by the constraints of one-dimensional art direction, it’s perhaps that we’ll see AWGE venture further . The scope of AWGE hasn’t been limited to music. In 2016 rumors of a potential 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. Likewise Rocky’s stand-out collaboration with GUESS was holistically conceptualized from the AWGE team. The initiation of the clubhouse, itself a pop-up store and installation welcomed in presence a who’s who of the Los Angeles creative scene. Rocky would come to describe the relaunch of his Instagram as a’installation’, and it was through this lens the world was introduced to 2 of the core members of AWGE: Robert Gallardo and Tan Camera.

Be it clothing, music videos, or events, one thing is for sure: AWGE has surprises in store. The crew’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 record releases, culminating in the launch of this Cozy Tapes Vol. Two and the launching of a new AWGE website and merch line. Seen frequently on A$AP Mob members in the run up to the website launch, the merch collection featured a choice, in addition to trucker hats in green, blue or red. In describing her involvement to Complex, Selfridge says:”I made each collage by hand with various materials, including photographs shot on 35mm film and Polaroid film.” Although the day of the relaunch watched Rocky’s Instagram lose over 100,000 followers, this exceptional reimagining of his social media presence through daring, new visual aesthetics motivated many of the artist’s youthful followers to rethink their own Instagram profiles and ushered in a new age of iPhone curators. The photographer’s work is instantly recognizable for its media collage style references, and references to brands like Goyard and Palace. Throughout the A$ AP Mob’s social networking platforms, Camera’s DIY aesthetic has become a staple since the relaunch. In this sense, it is 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. 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 possibly the realization of the vision to date. Titled after Shane Gonzales’ punk-inspired tag Midnight Studios, the Midnight Rave featured performances from global designer and DJ Virgil Abloh, 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 as well as a moving L.E.D bar above the DJ booth.

 

 

>