A$AP Rocky has been named as the new Creative Director for MTV Labs, a “creative incubator” developed in partnership with the Harlem-born rapper and cultural trendsetter.
It’s a first-look deal that will give Rocky and his creative company AWGE the opportunity “to create original content, and develop branded content for advertisers in partnership with Viacom Velocity,” according to a press release. A$AP released a statement of his own regarding his excitement for the project.
“MTV is a name we grew up with – everyone knows them as innovators and champions of building artists’ careers,” the New York native explained. “I’m honored to have this opportunity and can’t wait to show people what we have been working on.”
Rocky and AWGE will have access to Viacom Velocity’s cross-platform production capabilities to create original content, experiment with new formats and existing MTV IP, and develop branded content for advertisers in partnership with the company.
To commemorate the new partnership, Rocky and other A$AP Mob members will perform never-before-heard songs from the highly anticipated album, Cozy Tapes Vol. 1, in MTV’s Times Square Studio in New York City today (Sept 30th). He and Atlanta rapper Key! will start by debuting “Crazy Brazy”, exclusively broadcast at 6:25pm EST. on MTV and streaming on its online platforms.
This isn’t the first thing outside of rap that A$AP has been involved in this year. He’s continuously expanding his brand. A few months ago, he was named the face of Dior Homme’s autumn-winter 2016-2017 collection.
— MTV (@MTV) September 30, 2016