Harlem-born rapper A$AP Rocky (real name: Rakim Mayers) has been named the creative director of MTV Labs, a cross-platform content incubator developed in partnership with MTV and its in-house creative agency Viacom Velocity, along with Rocky’s company AWGE.
“As a dominant platform for youth culture, MTV has always given voice to fans and tapped artists who can deeply connect to them,” said Niels Schuurmans, EVP and chief creative officer of Viacom Velocity, in a statement. “A$AP Rocky is a unique millennial artist whose influence as an innovator and disruptor spans music, film, art and fashion. What was so compelling to us is his authentic love for fans and the MTV brand, along with his desire to collaborate with us and our marketing partners to develop ideas that drive real cultural impact.”
AWGE was launched by Rocky and his management team in 2014 to create “authentic connections, solutions and content” for clients in the music, fashion, film/TV and lifestyle industries. Working with a network of artists, designers and musicians, it has consulted on campaigns for Guess, Sony, Instagram, V-LONE, Midnight and others.
MTV will give Rocky and AWGE access to the company’s cross-platform production capabilities to create original content, experiment with new formats and existing IP, and develop branded content for advertisers in partnership with Viacom Velocity.
“MTV is a name we grew up with — everyone knows them as innovators and champions of building artists’ careers. I’m honored to have this opportunity and can’t wait to show people what we have been working on,” said Rocky in a statement.
Rocky will celebrate his partnership with MTV Labs with an exclusive performance of new tracks from the upcoming A$AP Mob album “Cozy Tapes Vol 1” today in MTV’s Times Square studio. The performance of the lead track, “Crazy Brazy,” featuring A$AP Rocky and Key!, will be broadcast on MTV at 6:25 p.m. ET and streamed across MTV’s digital platforms.