MTV and Viacom Velocity, its in-house creative agency, today named A$AP Rocky as Creative Director for MTV LABS, a creative incubator developed in partnership with rapper. Rocky and his own creative company AWGE will now have access to cross-platform production capabilities to develop branded content.
To celebrate the partnership, A$AP Rocky will give an exclusive performance of tracks from his forthcoming A$AP Mob album, Cozy Tapes Vol 1, in MTV’s Times Square studio on Friday, September 30. The performance of the lead track, “Crazy Brazy,” featuring A$AP Rocky and Key!, will be broadcast on MTV at 6:25 p.m. ET and streamed across MTV platforms. Additional A$AP Mob members are slated to make special appearances.
“MTV is a name we grew up with - everyone knows them as innovators and champions of building artist's careers. I’m honored to have this opportunity and can’t wait to show people what we have been working on,” said A$AP Rocky.
“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, Viacom Velocity. “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.”