Harlem rap star A$AP Rocky has entered into a partnership with MTV and Viacom Velocity to serve as the Creative Director for MTV Labs, which is described as “a creative incubator”.
In this role, the rapper is tasked to create original content, as well as branded content for advertisers in partnership with Viacom Velocity.
“MTV is a name we grew up with — everyone knows them as innovators and champions of building artists’ careers. I’m honored to have this opportunity and can’t wait to show people what we have been working on,” said A$AP Rocky.
at drive real cultural impact.”
To celebrate the partnership, A$AP Rocky plans to preview never-before-heard tracks from the forthcoming A$AP Mob album, Cozy Tapes Vol 1, during a performance in MTV’s Times Square studio on Friday (Sept. 30). The performance will be broadcast on MTV at 6:25 p.m. ET and streamed across MTV platforms.