When MTV announced in September that ASAP Rocky had just inked a revolutionary deal with the network to develop his own franchises, fans were hella eager to see exactly what that meant. Rocky hit the 'gram Sunday to offer a few glimpses as to what his take on MTV might look like, including some reworked footage of MTV alum Kurt Loder and a promise to bring it all "back to the music."
Rocky's two-year deal with MTV will see the noted multihyphenate developing experimental programming and additional MTV intellectual property, including fresh advertising content and more. "I think we need to get people more in tune with vignettes, video clips," Rocky toldVariety of the team-up. "That's really going to be my strong suit."
As part of Rocky's twist on the format, a dedication to creative brevity will be front and center. "It's time to start exploring the minds of the young, the kids that come from backgrounds like me," Rocky said, noting that 15-to-30-second videos are the most important way to reach young creatives. "If you put your mind to it, you can come up with some unorthodox methods to figure this shit out."
Friday saw the announcement of ASAP Rocky joining Nas and Jennifer Hudson in iconic music video director Anthony Mandler's Monster. The indie drama, based on the 1999 novel of the same name by Walter Dean Myers, also stars Tim Blake Nelson, Jennifer Ehle, and Kelvin Harrison Jr. Shooting kicks off in New York City this week.