How AWGE Became AWGE (The Real Story) 2019

_IN PROCESS | EP. 8
AWGE
Most people focus on what exactly AWGE means. But the truth is AWGE has multiple meanings; and that’s the point. To dig deeper into this secretive circle, we got the chance to work with TKW Presents.
In this episode of _In Process , we’re looking at AWGE- the ‘secret’ creative agency founded by A$AP Rocky. Working with Robert Gallardo, Tan Kamera, Ian Connor, Dexter Navy, Shane Gonzales, Ben Baller, and a few others, A$AP Rocky placed a stronger emphasis on experimental projects in film, fashion, and events.
From a fashion collection with Guess, to the Midnight Rave, AWGE has been steadily developing projects that reach just beyond hip hop. Most recently, AWGE seemingly came out of left field to work with under armor - and revive one of skateboarding is most polarizing oddities: the Osiris D3. On the surface, this seems like a cheap gimmick that Rocky and AWGE could use to tap into the protective culture of skateboarding. However, the handling of this project reveals something key about AWGE’s methods. A$AP rocky, with the formal blessings of Dave Mayhew, work to expand on his signature method of operation - to bring a separate cultures together in unity. Rocky is known to represent street kids and avant garde high fashion houses. Because of this, AWGE potentially acts as a bridge between the upper echelon and the ghetto.
New York City has a few modern creative masterminds from Bloody Osiris, another Harlem fashion prodigy, to this up-and-coming collective we recently caught wind of - Urbvn Architects. Like AWGE, they’re grinding to bring the quintessential NYC experience to music, art, and fashion.
To us at Push Product AWGE resembles a different philosophical design movement: The Bauhaus- a 1920s German school for industrial design believes that objects should be purest form, and the interactions between people and design which shape their entire existence. The Bauhaus introduced a compelling minimalist aesthetic that continues to influence the world around us to this day.
But AWGE can also be critically interpreted as the worship of the material. Does the world truly need more depictions of material wealth that makes the youth desperate to appear more special than their peers?
AWGE might be the next evolution of hip-hop culture; taking rappers away from individual talent, and making them multidisciplinary creative leaders. Let’s hope that Rocky has the heart to play the long game with the winning team. When you go from making art for the culture, to making culture for artists, there’s no telling how far you’ll go.
That’s what it means to Push Product.
---
Thanks to TKW presents for helping out!
/ @tkwpresents
Push Product merch:
www.push-product.com/merch/
Instagram @PushProduct
Music
‘Osaka’ by Hanto Beatmaker
• Video

[@push_product]

Are creative agencies the next evolution of HipHop?

[@elijahjflowers]

Yes, it's way more liberating.

[@leonardstewartjr.8838]

Yes it is, keep posting these videos, I'm really rocking with these origin stories. Check out my Instagram page for my luxury brand @liveleonard. When my brand blows up, you can cover my origin story

[@khaliqspruill8284]

Next old thing to be brought back

[@gaucheislifegc3568]

Yuppp

[@vangelvangelov5228]

can you make a video on how Donda became Donda

[@mahibbalde1433]

awge underrated for completely holding down the non gangster youth culture in new york

[@benjaminshulman2407]

facts they got the same type of arts and shit that everybody who isn't joined up does

[@kingquel4880]

Mahib Balde rite blowing up

[@griffoliver6997]

I wouldn’t say playboi cartis lyrics are non-gangster

[@gammel_69]

@@griffoliver6997 what does that have to do with the listeners?

[@whooked]

non gangster what are u talking about every other lyrics is about pull up we gon shoot

[@lilbpack1]

Awge is powerful - Lil B

[@anarchzilla1151]

LIL B

[@dirtidior711]

Tybg

[@vf4426]

Thank you based god

[@kiayamwak3778]

thank you based god

[@kwaazionyonkopon]

He’s always watching , I love it - kPop

[@7joshronaldo]

“AWGE is the ghetto Google” - Asap Rocky

[@brixan...]

Wtf

[@gabrimeu3458]

I would have not find a better way to describe it, thank you flacko

[@ChrisJProductionz]

I always felt like the Asap Mob was more like the “ghetto google” cause of what Yams was doing when he was alive but, Awge is more like Rocky’s thing. I don’t know if they’re the same thing but it feels different than the A$ap mob.

[@catbirdies]

this vid is legendary and very insightful yall. Also Rocky said in an old interview before that bringing cultures together is what he's about. Definitely seeing that in AWGE and his whole theme overall.

[@jvmartiniano]

yeah, awge is the evolution of asap... asap was created by yams, it was meant to be a collective, which means not only music but everything, clothes, photo whatever... its all culture and its all made by ppl... awge is basically asap after yams

[@axelmartinez9781]

Joao V. M. It’s like the spirit of Yams embodied as a movement 🙏

[@southside-hornbaby5325]

@@jvmartiniano you don’t even know what it stands for and their program lol

[@truealiban]

Rule #1: never reveal what AWGE means Rule #2: when in doubt always refer to rule #1

[@hellotcautiver]

Fakieheelflips fight club head ass

[@majestymxnt7384]

@@hellotcautiver That's the written down rule if you go to the about tab on the website 😂😂

[@poloX1220]

only the real know

[@chelseadinik3360]

fight club & frank ocean influence on flacKO

[@southside-hornbaby5325]

@@chelseadinik3360 huh? Rocky was in A$AP before meeting frank. What influence does he have on AWGE? Lol weird

[@mr.bassist1283]

I feel like AWGE means whatever it wants to each individual. It is just a platform for anyone to come and express or showcase their creative talent to the world. Social media will definitely have an effect on this, as artists will be able to share their talent with anyone using Instagram, etc. As time moves on, AWGE moves on.

[@DOUBLEOH2900]

you left Key! off tha AWGE roster. He's a legend smh.

[@kingquel4880]

OkDrm damn right

[@skaterdude745]

made me question his credibility tbh

[@J.mcrae706]

I’m very upset about that 😡

[@amz_cs]

and left off asap ant

[@hexonm2-]

Lord Amz is key! And asap ant brothers? That’s what I always questioned.

[@Confidentialio]

I know some creative designers in AWGE and they’re very talented and is for sure the future. Especially ilya with his unique/genius renders, also helping Ian with Revenge and Sickö🔥 modern Picasso

[@Timelyxx]

Confidential7 Us what’s his ig?

[@Confidentialio]

Markel Payne ilya2x

[@liamwood4331]

awge doesnt just do videos for there members if u watch the roll in peice music video in the beginning it says its by awge also in some tyler videos

[@parker8501]

Liam Wood only the potato salad video

[@liamwood4331]

parker nooo way more than that

[@liamwood4331]

parker that wasnt even a music video it was from awge dvd

[@liamwood4331]

I'mNotGivingOutMyNameOnTheInternet yea he did ^^^

[@by_milo]

Amazing, happy to see this pop up on my feed!

[@kingquel4880]

My Archive Robert Gallardo also hired me as a social media rep

[@by_milo]

@@kingquel4880 Nice, what is ur IG bro?

[@antonioandrade5840]

AWGE is the best thing to happen to hip hop in recent history, it's not asbout dumb shigt but its about creatives being well creators lol

[@davidsuruga7123]

Please do a video on bloody osiris

[@RoachAss]

KANYE #2020 stop being thursty

[@PogsDeluxe]

Great video. I can tell you did your research on this extensively and you analyzed this topic perfectly.

[@kushdax4888]

u forgot kamil abbas who has been working with rocky and ian for a long time

[@SKOknockout]

Love these videos. Well put together 👏🏻👏🏻

[@abulkhaiyrtilekkabyl2730]

This is pure gold

[@LuisOrtiz-ng2cn]

I come to this video whenever im in doubt

[@freddyreynold]

Great video I took a lot away from this man, got a new sub 🤙🏽

[@joeyi27]

Great video, great work at editing, graphics and presenting the info, well organised, Thanks a lot!. It's great that this kind of multidisciplinary creative collectives exists and demonstrate that it's possible to disolve the limits of the supposedly rigid structure of the creative industry 💎✨

[@coolvideoworldcoolvideopla1204]

Dude this is really well edited. Also, noticed that Golf Wang font for one of the AWGE iterations.

[@ps4080]

We need some more hip hop streetwear content

[@arlflors6273]

Great video guys! I'll be here one day.

[@kingquel4880]

Nestor Awge is the new wave

[@jrdnlove]

I just want to know who directs these music videos they're amazing

[@Kevinciano577]

i believe it’s Dexter Navy. Rocky’s always shouting him out in interviews

[@patrykwlodarczyk3982]

@@Kevinciano577 correct. its dexter

[@tydoworld4904]

I absolutely love this series ✨🙏🏽

[@roryblackmore2328]

In my opinion, I see AWGE for ASAP Rocky/Mob as similar to Pixar and Disney both AWGE and Pixar are distinct and separate to an extent, but are deeply connected to who they work for and how their works can change the culture.

[@Cxxdvo]

Love the way you guys analyze the industry.

[@tebogom9523]

Been waiting for y'alls next post thank you

[@adi-yf3vs]

smooky is extremely dope

[@MrHooka47]

Dude I love these vids. Please cover Jun Takahashi next. Nobody has a lot of videos on him. One love. Keep up the great content!!

[@yael53209]

Yo your videos are dope! Keep up the good work 💪🏽

[@masomamakes2004]

Clout isn't an experience... Clout is a thing to be had. In a way clout is an object.

[@Aboriginals822]

Damn I love this channel

[@souljacoby]

Damn I Know We Ain't Forgetting YG Addie's Verse On Bath Salts. But, You Don't Gotta Do My Mans Like That Leavin His Name Out On OG ASAP MOB Members.

[@paulotiongson9203]

hahahahahaha this is the best fucking comment. anything referencing addie's verse on bath salts is the best comment

[@Shawnsweater]

I love you guys man! Amazing content

[@jezuscrust7458]

Why yall always forget yg addie?? He a nuke waiting to blow and has some work with awge

[@BradcruiseUSA]

Well done as always!!

[@nanpoe]

Felt like I was in my symbolic logic philosophy class

[@changeisfree]

Awge and illegal civ should collab

[@chloelol2635]

bro deadass

[@zzz8900]

awge changed the culture forever and made a whole new lane

[@scottkeator8519]

Really enjoyed this

[@blacksoul4481]

Imma join awge

[@krisperez2411]

Daniel serebour good luck DANIEL

[@chloelol2635]

damn i hope ur apart of awge now🙏🏼

[@by_milo]

Btw, do one about Blondey McCoy - would be very interesting!

[@99ralph63]

Who want to make a creative group?? Lmk cause Ik its a whole Bunch of you creatives in theses comment let’s collab 💯

[@xOTSxGAMERSx]

I’m down to collab fr

[@adriansanchez3747]

99 Ralph I’m down, if ur serious send me ur snap or something for we can really start a group chat or something for creatives

[@99ralph63]

Adrian Sanchez bet I’m with it my sc- jiggyralphh and instagram Jiggyralph

[@edgarcaldera4705]

I’m down. What’s gonna be our first art creations?

[@edgarcaldera4705]

99 Ralph I added you. I have an idea for the name.

[@sdp4549]

YUHHHHHHHHHHHH THIS IS WHAT I NEEDED

[@therealmichaelblue]

This video need to be updated

[@razvanhercut]

Insanely good video. Keep it up 🔥

[@karthi397]

ur editin is maaad..

[@hey-tholi]

Well explained you earned my bell 🔔

[@kidmorphius4002]

super sick video

[@Mrabundegas]

In time where everyone hating on each other you guys put light on so many

[@Juggalo94]

A$AP Rocky A$AP Ferg A$AP Nast A$AP Twelvvy A$AP Ant Playboi Carti Key! Smooky Margielaa Slowthai Treez Lowkey Ian Connor Matt Hanson Shane Gonzalez & A$AP Yams Best Collective Out

[@urbvnarchitectsnyc]

APPRECIATE THE SUPPORT. #FOCUSAHEAD

[@jestemczlowiekiem3383]

awge means OG, nothing else

[@sam6290]

How do you know?

[@jestemczlowiekiem3383]

Sam carti told me about that

[@alanmedina339]

MATT HENSON ONLY STYLES ROCKY FOR THE RED CARPET/ RUNWAY/ COVERS. HE IS NOT HIS ALL-AROUND STYLIST.

[@markville1061]

BEST VIDEO IVE SEEN ALL DAY

[@gordobeenballin9826]

Get hip to Treez!

[@EthanWoodISGAY]

love awge but gotta revive the forum...

[@Journeyman89]

Am I the only that thought awge was the adlib ferg uses in his songs?? Lmao. Dead ass that's what I thought it was

[@444soju]

Journey Man awwwwwge

[@bigscott175]

I joined the forum, it ended but I felt like I was part of illuminati 😂😂😂

[@KenGutierrez01]

First rule... never talk about what awge means

[@MelaninSenpai]

i wished we lived in the alternative universe where sgp and asap rocky never fell out

[@myteeisvintage]

but carti pronounced it as aw-g in *No Time* 😭

[@360boost9]

luology shwdygosuckondisdik

[@QuickScopesModzz]

Johann thatsapullupbitch

[@kingquel4880]

luology Gallardo is also the Creative Director for Local Muzik Group check us out

[@amiysan4365]

donmakemepullupbih

[@1009X]

Awgie- member of awge

[@cristianroy21]

Damn I thought Tyler was awge too

[@swavyleoo]

yo i really fuck with that intro no cap

[@kingquel4880]

I'm proud of my long time friend

[@zenmation6307]

This shit so gooood. Keep it up!

[@kingquel4880]

Zenmation awge Local Muzik take over

[@nyotokio4498]

urbvn architects yerrr!!!

[@urbvnarchitectsnyc]

YER.

[@internetposer8172]

Not gonna mention Poserboy? If you know about awge you know

[@armandodiaz170]

AWGE DONDA Saint Heron (Solange) Company Studio (Toro y Moi) . . What others artists are out there with their own creative agencies/groups

[@griffind928]

amazing content

[@beto3388]

watched this high ... mind is blown

[@erck536]

So you not gonna mention the needles collab!?

[@mvelokhombindlela4687]

THANK YOU.

[@j.allynbivins7322]

Thanks...

[@stvem]

AWGE in the building.

[@KingTrue]

i love your fuckin edits!!!!!

[@SMAP757]

VA in the building

[@zacjohnson2666]

ASAP Wolf Gang Entertainment

[@Thelazythinker681]

ASAP WILL GAIN EVERYTHING

[@pr4ize66]

do a video on FTP

[@isaacshutup9491]

All we got is Each other is what AWGE means

[@Greybuiltracing]

Allen wants gets everything .

[@bks5493]

Great intro

[@jacquisdaniels7796]

Key on Awge too

[@matthewguastaferro5755]

I was at the SRLo drop, dapped up ASAP Ferg and Rocky, but never bought the shoe cause he was charging 350 for those lol...next day on Stock X it was 700

[@jamescantrell2303]

Great video you’re missing some important information but it’s a clean video nonetheless.

[@FelipeMartinez-bd8zr]

James Cantrell like what?

[@digit2381]

💎

[@c6el]

I been calling it awje

[@alixbeile]

man took 10:33 to say AWGE be icy

[@m10442175]

Isnt THOTO apart of awge?

[@10anthonito19]

BOFA is tho

[@zairenasir3559]

A KZbinr who’s merch is actually fire😦🥵 #Rare

[@abdeelhernandez4560]

And u messed up on naming ASAP ant in the beginning

[@didrikwasson5860]

yo ur vids fire tho

[@amiysan4365]

i swear bro i love a nigga that ghostin, cuz they do stuff so much better, their product is way more recognizeable and got my attention no homo though but frfr

[@bensonmeow1729]

love THIS SHIT"!!!! KEEP IT UPPPPP

[@savohtx4213]

This wouldn’t be a video about AWGE if Ian Connor wasn’t in it

[@juggajet]

Key!

[@raahimS]

AWWWWgGe

[@jacquisdaniels7796]

Every time bruh say awge it remind me of that video of that kid saying PAWG