As you may have heard already, A$AP Rocky was recently named the creative director for MTV Labs, a new venture that’s described as “a creative incubator” by the network.
To promote the venture, the New York native posted a clip on Instagram, which pulls from the old “I Want My MTV” campaign, which ran when the network first launched.
In addition, Rocky recruited Lil Uzi Vert, who’s seen repeating the slogan while surrounded by a bunch of old-school ’80s graphics. Then later in the teaser, Pretty Flacko is heard talking about his Harlem upbringing over a montage of video clips, and there’s a quick flash of the visuals for his song “Wassup.”
“I’m a New Yorker to the death of me,” you can hear him say. “Harlem, it was like any kind of urban struggle. Nothing different. A$AP was my family in the street … It became a brotherhood, a fellowship and the love that we got for each other is just so genuine.”
According to various sources, Rocky and his company AWGE will be creating original material for MTV “and develop branded content for advertisers in partnership with Viacom.”
In a press statement, the 28-year-old said that he’s eager to present his ideas and ultimately share them with the public.
“MTV is a name we grew up with. Everyone knows them as innovators and champions of building artists’ career,” he explained. “I’m honored to have this opportunity and can’t wait to show people what we have been working on.”
In another statement, Niels Schuurmans, who’s EVP and Chief Creative Officer for Viacom Velocity, said Rocky is the perfect person for the company to work with, since he has direct influence on many areas of culture and entertainment.
“As a dominant platform for youth culture, MTV has always given voice to fans and tapped artists who can deeply connect to them,” he said. “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,” Schuumans added.
You can see Rocky’s newly released trailer below.