Today (Sept. 30), it was revealed that MTV Labs has named A$AP Rocky as its creative director. Rocky — who is backed by his own creative company AWGE — will exercise his creativity to create original content, experiment with new formats and more.
“A$AP Rocky is a unique Millennial artist whose influence as an innovator and disruptor spans music, film, art, and fashion,” Niels Schuurmans, EVP and Chief Creative Officer, Viacom Velocity, said in a press release. “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, Rocky will give an exclusive performance at MTV’s Times Square Studio of currently unreleased tracks off the upcoming A$AP Mob album, Cozy Tapes Vol 1. Rocky will perform lead track “Crazy Brazy,” which features Key!, though other A$AP Mob members are slated for a special appearance as well.
“MTV is a name we grew up with,” A$AP Rocky said. “Everyone knows them as innovators and champions of building artists’ careers. I’m honored to have this opportunity and can’t wait to show people what we have been working on.”
Joining MTV Labs and the A$AP Mob album aren’t the only things Rocky has been working on though. Additionally, he dropped a new song today titled “Love$ick,” with Mura Masa. The track, which Rocky lends a verse to, is a new version of Masa’s original song “Lovesick Fuck.”
While Rocky’s performance at MTV’s Times Square studio will be broadcast tonight (Sept. 30) on MTV at 6:25 p.m. ET. In the meantime give “Love$ick” a listen below.