ASAP Rocky and MTV have announced a new partnership, under which Rocky will be developing content for MTV and its advertisers.
ASAP Rocky was recently spotted working on his third studio album, but there's a lot more in store for the Mob member than just music. The rapper announced a new venture with MTV this morning, which will allow him to bring his creative vision in tandem with MTV programming.
Rocky signed a two-year deal with MTV "under which he will devise original concepts, experiment with programming and various pieces of MTV intellectual property, and develop content for advertisers," Variety reports. The deal allows Rocky's company, AWGE, to form an entirely new venture with MTV called MTV Labs, which is being dubbed as a "creative incubator."
Niels Schuurmans, executive vice president and chief creative officer of Viacom Velocity, spoke on the new partnership with Variety. "The end game is to, through this authentic voice, deepen our relationship with the audience," he said. "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."
Rocky also spoke on the new deal and his approach, "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. 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—t out."
Stay tuned for the debauchery Rocky is about to cook up with MTV, as well as his third album.