We often spend 20+ minutes making the perfect Instagram post. First comes the crop, then the filter, then some witty caption that usually involves a pun. Sometime we even try to find the right hashtag that could get the post to blow up and launch us to Insta fame! (Wishful thinking.) Then, for the following hours after posting, we anxiously check our profiles every few minutes to see if we’ve racked up a “sufficient” amount of likes. But what if instead of focusing on the individual post, we viewed our Instagram as a holistic piece? As an art gallery?
For @ASAPROCKY, his Insta is just that. His profile is a caption-less, visual experience that builds hype and makes announcements without ever having to say anything in words.
His profile differs from most artists in that he’s not directly pushing merchandise, album sales, or concert tickets via social media. He allows his content to engage with and entice fans organically, making them to feel like they’re a part of his art. And that’s just what his Instagram is — art.
ASAP announced his takeover of Instagram’s @music handle by posting the above collage of a watercolored envelope from him to Instagram @music. Not only this is a unique way of making the announcement, but it fits his brand. The watercolor motif matches his Instagram theme (see photo below) and serves as an identifier.
The subtle nuance of the “Equality” sticker represents ASAP’s mission as an artist. Also by portraying his takeover as a letter, ASAP creates the notion that this takeover isn’t just gaining access to the @music account for a day — it’s his chance to speak to the @music followers personally and intimately.
The art and collages are also not unlike a homemade gift. In the above screenshot, there’s a certain strategic elementary-school-art-project feel that allows his feed to not feel like an overly-done expensive marketing scheme that makes it feel that more personal. ASAP then juxtaposes that with a more mature and visually complex installation (below) that somehow screams in-your-face/king/dynamic, all at the same time.
Each installation is treated as a different aspect of and introduction to ASAP’s persona.
However, the uploading process of these collages as an installation are nothing short of a feed overload. While our feeds are now oversaturated with content from our friends, celebrities, and news outlets; it’s impossible to miss a post by ASAP because the uploading process will literally take over your stream. This comes at a cost though — ASAP reportedly lost 100K followers during the change in creative direction.
Regardless of how people feel about his upload overload, ASAP has proven himself as an artist of many mediums. His profile has transcended social media to a materialized representation of his work, life, and creative vision. It builds excitement and intrigue from fans without begging for it. It doesn’t ask for “likes” on a single post, but rather an appreciation of the finished piece as a whole. Keep doing you, ASAP.
What are your favorite creative Instagram accounts? Comment below.