LOS ANGELES, CALIFORNIA - NOVEMBER 04: (L-R) A$AP Rocky, wearing Gucci, Elliot Page, wearing Gucci, and Julia Garner, wearing Gucci, attend the 2023 LACMA Art+Film Gala, Presented By Gucci at Los Angeles County Museum of Art on November 04, 2023 in Los Angeles, California. (Photo by Michael Kovac/Getty Images for LACMA)
Rapper A$AP Rocky has been named the Creative Director of the newly-formed MTV Labs.
The rapper and entertainment company signed a two-year deal for their creative development and short-form media outlet. MTV will utilize A$AP Rocky for his creative talents, as well as his understanding of video and pop culture.
“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,” the rapper 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 s— out.”
Viacom Executive Vice President and Chief Creative Officer Niels Schuurmans is excited about the upcoming deal and thinks Rocky will expand the company into the media of the present. “We want to give him this open canvas to create and identify possibilities,” Schuurmans said. “He won’t be put into any box. He’s a disruptor.”
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