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MTV Labs gets a new creative director: A$AP Rocky

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By Adam Flomenbaum, Co-Executive Editor

October 3, 2016 | 2 min read

Brands and artists continue to forge interesting if unlikely partnerships, and late last week MTV and Viacom Velocity named A$AP Rocky as Creative Director for a new venture, MTV LABS. Rocky and his own company, AWGE, will be able to leverage Viacom’s resources to create original content, tap into existing intellectual property, and develop branded content with Velocity.

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“As a dominant platform for youth culture, MTV has always given voice to fans and tapped artists who can deeply connect to them,” said Niels Schuurmans, EVP and Chief Creative Officer, Viacom Velocity. “A$AP Rocky is a unique Millennial artist whose influence as an innovator and disruptor spans music, film, art, and fashion. What was so compelling to us is his authentic love for fans and the MTV brand, along with his desire to collaborate with us and our marketing partners to develop ideas that drive real cultural impact.”

To celebrate the partnership, Rocky last Friday gave an exclusive performance of songs from the forthcoming A$AP Mob album, Cozy Tapes Vol 1.

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