ASAP Rocky has been selected as the new creative director of MTV Labs, MTV and Viacom Velocity announced Friday.
MTV Labs is a creative incubator developed in partnership with the Harlem-born rapper. In this role, Rocky and AWGE — his company — will have access to the company’s cross-platform production capabilities to create original content, experiment with new formats and existing MTV properties, 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 artist’s careers. I’m honored to have this opportunity and can’t wait to show people what we have been working on,” Rocky said.
“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, executive vice president and CCO of Viacom Velocity. “ASAP 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.”
To celebrate the partnership, ASAP Rocky will stage an exclusive performance of never-before-heard tracks from the forthcoming ASAP Mob album, “Cozy Tapes Vol 1,” in MTV’s Times Square studio today. The performance of the lead track, “Crazy Brazy,” featuring ASAP Rocky and Key!, will be broadcast on MTV at 6:25 p.m. ET and streamed across MTV platforms. Additional ASAP Mob members are slated to make special appearances.