Grammy nominations and platinum-selling albums aside, A$AP Rocky can now officially add creative director to his impressive resume. The Harlem rapper will be at the helm of MTV Lab‘s programming, a channel that is ushering in hip-hop’s newest generation.
While scarce details are known as to what to expect of the partnership, according to Variety, the role will see Rocky “devise original concepts, experiment with programming, and develop content for advertisers” on behalf of MTV. As the media franchise begins to up the promotion of MTV Labs, however, one thing’s abundantly clear: A$AP Rocky is working behind-the-scenes to put hip-hop’s new wave on TV.
In a recent teaser, posted on Rocky’s Instagram, Lil Uzi Vert is featured playfully swimming around in a pool of red liquid, channeling the iconic “I Want My MTV” campaign:
There are also similar promos featuring YG, Lil Yachty, Chief Keef, Key! and Father—all artists who wouldn’t otherwise get airtime from MTV. Sure, being on network television isn’t as crucial to success as it once was and the reality of these artists being featured in future content is unknown. Considering MTV’s complicated history with hip-hop, however, this is a step in the right direction.
It’s been nearly 30 years since MTV properly acknowledged rap’s growing influence with the launch of Yo! MTV Raps. So, Rocky’s newest venture is pretty special. We’ll, just have to wait and see what the “pretty motherf*cker” grows the channel into.