(AllHipHop News) Harlem rapper, actor, and model A$AP Rocky is taking on another gig. The A$AP Mob front man has been named the creative director of MTV Labs.
“MTV is a name we grew up with – 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,” said A$AP Rocky in a statement.
In addition, Rocky is set to performed never-before-heard tracks from A$AP Mob’s upcoming Cozy Tapes Vol 1 in MTV’s Times Square studio on Friday, September 30.
A performance of the track “Crazy Brazy” featuring Rocky and Key! will be broadcast on MTV at 6:25 p.m. ET and streamed across MTV platforms. Other A$AP Mob members are expected to make special appearances during the set.
A$AP Rocky’s new position with MTV Labs is part of a business cooperation between the native New Yorker’s own AWGE company and the network’s in-house creative agency Viacom Velocity.
“As a dominant platform for youth culture, MTV has always given voice to fans and tapped artists who can deeply connect to them,” states Niels Schuurmans, EVP and Chief Creative Officer of 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.”
Rocky and AWGE will assist in creating original content for MTV as well as develop branded content for advertisers in partnership with Viacom Velocity.