A$AP Rocky Named MTV LABS' Creative Director

A$AP Rocky has a new title-Creative Director for MTV LABS.

The Harlem rapper has teamed up with Viacom Velocity and MTV to create LABS in conjunction with his own company, AWGE. Together, the creative incubator will craft original content across various platforms, experiment with new formats, and develop branded content for advertisers.

“MTV is a name we grew up with,” said Rocky. “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.”

Niels Schuurmans, the EVP and Chief Creative Officer of Viacom Velocity, is also thrilled about the partnership. “A$AP Rocky is a unique Millennial artist whose influence as an innovator and disruptor spans music, film, art, and fashion,” he said. “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.”

Rocky will celebrate the partnership today (Sept. 30) with an exclusive performance from MTV's Times Square studio. He plans to debut tracks from A$AP Mob's Cozy Tapes Vol. 1, including the lead single “Crazy Brazy” featuring Flacko and Key! It will air at 6:25 p.m. ET on all MTV platforms with additional cameos from A$AP Mob members.

This is a big move for Rocky, who's currently working on his third album, the follow-up to last year's At.Long.Last.A$AP.