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A$AP Rocky named creative director of MTV Labs, Viacom’s in-house incubator

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A$AP Rocky has been named creative director of MTV Labs, an incubator within MTV’s parent company Viacom. Rocky will have full access to the company’s resources, including its production facilities, to create original content for MTV and branded content for advertisers.

According to a release from Viacom, the Harlem-born rapper will be experimenting with new formats as well as existing MTV intellectual property.

The partnership brings together A$AP Rocky’s own creative company AWGE and Viacom Velocity, the conglomerate’s in-house agency.

“MTV is a name we grew up with,” Rocky says, “everyone knows them as innovators and champions of building artists’ careers.”