Rakim Mayers, better known as A$AP Rocky, has signed a first look deal with MTV Labs, a creative incubator developed in partnership with the Harlem-born rapper and music producer.
The deal will see Mayers, as newly appointed creative director of the incubator, develop millennial-targeted original programming, experiment with new formats and existing MTV IP, and develop branded content in partnership with Viacom Velocity, the in-house creative agency of MTV’s parent co, Viacom.
Mayers himself is backed in the collaboration by his own creative company, AWGE, which works with clients in the music, fashion, film/TV and lifestyle industries.
“MTV is a name we grew up with — everyone knows them as innovators and champions of building artist’s careers. I’m honored to have this opportunity and can’t wait to show people what we have been working on,” he said in a statement.
To celebrate the partnership, Mayers is scheduled to give an exclusive performance of never-before-heard tracks from the forthcoming A$AP Mob album, Cozy Tapes Vol 1, in MTV’s Times Square studio today, Sept. 30. The performance of the lead track, “Crazy Brazy,” featuring A$AP Rocky and Key!, will be broadcast on MTV at 6:25 p.m. ET and streamed across MTV platforms. Additional A$AP Mob members are slated to make special appearances.
Photo credit Kimi Selfridge for AWGE