Harlem-based rapper  A.$.A.P. Rocky teamed up with VICE/Noisey for this one creating a quintessential rap-video blending elements of formulaic rap video clichés. With already 815 294 ( and counting) views on Youtube, A.$.A.P Rocky’s new video for Wassup from his latest album LiveLoveA$AP will no doubt climb the charts and be the joint everyone will be nodding their heads to in the clubs.

When it dropped only a few days ago on Jan 20th 2012, I was ecstatic –“only thing bigger than my ego is my mirror-“is now my motto. Rocky has become a favourite of mine and has generated a buzz in the rap scene, recently nominated for the BBC’s Sound of 2012 poll for putting his signature swag on Peso, Purple Swag and now also with Wassup.

Apparently, the visuals are based on Rocky’s vision and inspired by the movies; Scarface, Belly, Enter The Dragon, The Warriors and Willy Wonka & The Chocolate Factory. The key visuals start of with Rocky standing in a pentagram practicing what looks like a satantic ritual, followed by shots of benjamin’s, naked girls, gold teeth, Hennessy, Mercedes Benz, you name it, translating into cynical stereotypizations what Rocky calls ‘shit is a facade’.  It’s all a metaphor for stuff he doesn’t want. Topped of with a touch of 90’ hip hop aesthetic. He finally wakes up from this ghetto-gothic nightmare with a thumping heart. Proving he won’t sell his soul to the industry and bacially stating he’s not for the money nor the cars.

All I know is a gotta see him perform at Way Out West in August.


Directors: A$AP Rocky and Andy Capper
Director of Photography: Jake Burghart
Executive Producer: Suroosh Alvi
Track Produced by Clams Casino
Projections: Matthew Caron
Set Design: Olga Miasnikova, Austin Willis, Kristof Wickman
Lighting: Brad Marro, Jason DeJesus
Body paint:Justin West
Assistants: Erin Carr, Adam Gong, Bernardo Garcia, Bryan Locke
Special thanks to: Ciel Hunter, Annette Lamothe-Ramos, Geno Sims, Bryan Leach and A.$.A.P Mob Worldwide

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