Following the release of his Mura Masa collab "Love$ick," A$AP Rocky has announced another top-tier partnership with none other than MTV. According to a statement shared with Variety Friday morning, A$AP Rocky has inked a a 2-year deal with MTV that will see him developing original concepts, experimenting with programming and other MTV intellectual property, and creating fresh content for advertisers.
"I think we need to get people more in tune with vignettes, video clips," A$AP Rocky said Friday. "That's really going to be my strong suit." Rocky's own company, AWGE, will also be forming a new venture called MTV Labs, described as a "creative incubator" unit. "We really want to work with him on the creation of franchises that could end up being hit franchises for MTV and hit franchises for our sponsors," Niels Schuurmans, chief creative officer of Viacom Velocity, told Variety.
"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," Rocky added, noting that it's time for MTV and others to start "exploring the minds of the young" through modern content. So what does this mean exactly? Well, this means that MTV just secured A$AP Rocky as curator of presumably dope content for the next 24 months. Nice.
The timing on this massive team-up is perfect, as the current word on the street is that A$AP Rocky is currently hard at work on his next album. Though not much is known about the project, the album follows his wildly successful pair of releases Long. Live. A$AP and last year's At. Long. Last. A$AP, both of which nabbed coveted gold certifications from the Recording Industry Association of America.
At the top of the year, A$AP told Thrasher Magazine that he was currently in the early stages of preparing to hit the studio but already had one important detail nailed down: a title. "There is a name but I can't tell it," A$AP said at the time. All this mystery aside, one thing is pretty certain: there are some very big things ahead from A$AP Rocky and crew.
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