It’s safe to say that A$AP Rocky already had his hand in a few different cookie jars and now he can add creative director for the newly-formed MTV Labs to his résumé.
The massive entertainment company signed a deal with Rocky that gives him to direction to come up with new original content and explore varied platforms. Lord Flacko agrees that this new partnership will be built on the back of his knowledge of current pop culture and video. MTV will mainly be utilising him as a tastemaker when consulting advertisers etc. He also premiered his new song “Crazy Brazy” on MTV Labs after announcing the partnership.
“I feel like we live in a day and age where Snapchat, Instagram, the internet and all the 15-to-30-second video clips are running the world, and that’s all that matters,” A$AP Rocky said. “It’s time to start exploring the minds of the young, the kids that come from backgrounds like me. If you put your mind to it, you can come up with some unorthodox methods to figure this shit out.”
MTV has signed him under a 2 year deal in which he is encouraged to explore different creative outlets and curate content for the masses. In doing this the entertainment company is offering a different twist to an already popular technique. Consumer attention is distorted and splintered by the wave of social media and every media outlet is working to hold that attention by acting as a sort of filter that curates content. It seems to be more and more the case these days that a company’s relationship with viewers and readers greatly depends on their taste and the perspective they offer.
This partnership could give MTV the helping hand it needs as their ratings continue to decline in the last several cycles owing mainly to a millennial audience that swiftly changes to different types of video streaming not counted by traditional methods. Securing this alliance will tie the company to a star who’s popularity seems to be forever climbing in popular culture. He is recognised as a creative visionary that’s garnered widespread acclaim for his albums and worked with companies such as Guess and Christian Dior. “It’s cool to be fashionably wise today and have your own style,” the rapper has said.