Rocky Asap Everyday
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. Rocky Asap Everyday
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’installation’, and it was the world was introduced into two of the core members of AWGE: Tan Camera and Robert Gallardo. Gallardo and Camera (real name Kimi Selfridge), were credited as the masterminds behind the project, together 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 has not been restricted to music. In 2016 rumors of a possible 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 Rocky’s stand-out collaboration with GUESS. 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 clubhouseitself installation and a shop welcomed in attendance a who’s who of the Los Angeles scene. With these two high profile videos gaining wide-scale attention and millions of views, AWGE remained very much behind the scenes. Be it clothing, music videos, or events that are expansive, one thing is for certain: AWGE has more surprises in store. When viewed on any smartphone, Rocky’s feed could be scrolled through as a visual experience, transcending the conventionally squared arrangement of Instagram. In the middle of AWGEST, the AWGE enterprise unleashed what is the realization of their creative vision their Midnight Rave in Los Angeles, to date. Titled after Shane Gonzales’ punk-inspired tag Midnight Studios, the Midnight Rave featured performances from DJ Virgil Abloh and global designer, 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. The photographer’s work is immediately recognizable for its mixed media collage style, pop-culture references, and off-the-cuff references to brands such as Goyard and Palace. Throughout the A$ AP Mob media platforms, Camera’s DIY aesthetic has become a staple since the relaunch.
While, in and of itself, this undertaking was an important time for the artist’s aesthetic identity, it’s perhaps most notable since the project of this AWGE collective, A$AP Rocky’s secret cabal of artists, stylists, and founders. In this sense, it’s a testament to the collective’s desire for secrecy that whilst consistently putting out articles, AWGE has managed to shroud itself. We reached out to some members of the team, but got the same reply:”The first rule about AWGE is you do not talk about AWGE.” In addition to the night’s performances, fans who were were able to buy a limited collaboration T-shirt Midnight Studios, by Abloh’s brand Off-White, and AWGE. Refusing to be confined by the constraints of art direction that is one-dimensional, it is in this multi-disciplinary manner which we will see AWGE venture farther in the future.
In describing her participation to Complex, Selfridge says:”I made each collage by hand with various materials, including photos shot on 35mm film and Polaroid film.” Though the day of the relaunch saw Rocky’s Instagram shed over 100,000 followers, this exceptional reimagining of his social media presence through daring, new visual aesthetics inspired many of the artist’s young followers to rethink their own Instagram profiles and ushered in a new era of iPhone curators. AWGE and fast forward two decades has stayed, by-and-large, a mysterious entity to all those who’ve followed the A$AP Mob. He remained quiet while AP affiliate Ian Connor often shouted out the collective. Since their first project, the emblem of the collective has been seen with almost all of the Mob endeavors. The team’s profile has been raised in August, however, when A$AP Rocky declared the aptly-titled AWGEST: a month-long takeover by AWGE and the A$AP Mob, which featured multiple album releases, culminating in the release of the Cozy Tapes Vol. Two and the launching of a new AWGE website and merch line. Seen frequently on A$AP Mob members in the run up to the site launch, the merch collection featured AWGE trucker hats in blue, red or green, as well as a selection of branded t-shirts, which sold out almost instantly. What about the title itself — what the hell does AWGE mean? “No one needs to know what the letters stand for. We know what it is, and that’s how we want to keep it.” The movie, a partnership with Red Bull, was a modern reworking of the cult French movie La Haine, shot by frequent A$AP Mob collaborator, Dexter Navy, also featuring London grime artist Skepta. The short film was bending its muscle, an exercise in cross-discipline expression. The site’s”About” section clearly lists the members of the AWGE team. It’s a who’s who of A$AP Mob affiliates.