A$AP Rocky is the new Creative Director for MTV Labs. Signed to a two-year deal, A$AP Rocky will lend his creative insight to create original content and figure out which platforms to use to disburse it. Because of his talent and starpower, MTV enlisted the rapper because they know he’s a fan of the network and can help identify areas for growth. “We want to give him this open canvas to create and identify possibilities,” stated Niels Schuurmans, executive vice president and chief creative officer of Viacom Velocity. “… He won’t be put into any box. He’s a disruptor.” As for A$AP Rocky’s thoughts on his new venture… “I feel like we live in a day and age where Snapchat, Instagram, the internet and all the 15-to-30-second video clips are running the world, and that’s all that matters,” A$AP Rocky said. “It’s time to start exploring the minds of the young, the kids that come from backgrounds like me. If you put your mind to it, you can come up with some unorthodox methods to figure this shit out.”
