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.
9 Most Unforgettable Moments at 2016 MTV Video Music Awards (Photos)
Any show that gives Kanye West four minutes of time to riff on whatever he wants is bound to be crazy. And the 2016 Video Music Awards did have its moments. Click on to see....
The show opened with Rihanna. Here's hoping you really like her, because you would see her perform multiple times throughout the evening, performing medleys of her many hits.
Ariana Grande and Nicki Minaj offered up a duo early in the show. This was a fairly subdued VMAs, although there were plenty of bleeped-out profanities during some numbers.
Alicia Keys came out and noted that it was the 53rd anniversary of Martin Luther King Jr.'s March on Washington in 1963. Then she began delivering a poem that evolved into full-throated song.
The show had no real "host," but comedy team Key and Peele appeared throughout the night as a social-media-obsessed pair of emcees. You had to listen carefully to catch all the banter.
Kanye West delivered four minutes of .... well, what exactly? Hard to say. This was the pop star at his most restrained, giving shout-outs to former girlfriend Amber Rose and his wife, Kim Kardashian. But he did compare himself to Steve Jobs and other geniuses.
This was supposed to be one of the evening's main draws. Britney Spears was appearing at the VMAs for the first time in more than 10 years. Fairly subdued performance by MTV standards, but it gave the Brit-Brit fans what they craved.
Beyonce was a big winner for the night. She took home Moon Man trophies for video of the year, female video and breakthrough long-form video.
Jimmy Fallon enlivened the show by making fun of some guy named Ryan Lochte.
Drake and Rihanna closed the show. Drake delivered a tribute to Rihanna, whom he called one of his idols, and she accepted the Michael Jackson Vanguard Award.
From Beyonce to Jimmy Fallon, the freewheeling award show had something for almost everyone
Any show that gives Kanye West four minutes of time to riff on whatever he wants is bound to be crazy. And the 2016 Video Music Awards did have its moments. Click on to see....
