A$AP Rocky honored fans with his own Beats Studio Pro ad campaign, which debuted today (July 20). It’s complemented with his latest Pharrell-produced single, “RIOT (Rowdy Pipe’n).” Rihanna also contributed an appealing aural touch to the commercial at the intro.
The film named “Iconic Sound” demonstrated the New York artist’s directing prowess in less than a minute by immersing viewers in a humorous story. While the rapper was tuning the beat of his new track in his home studio, Rihanna interfered with a seemingly insignificant yet endearing request. “Babe!” she exclaimed. Can you go shopping? “We had run out of diapers.”
Embracing the urgency of RiRi’s request, Rocky leaped into action. Clad in his signature Timberland boots and sporting new Beats Studio Pro headphones over a white tee tied around his braids, he raced through New York City to fetch diapers.
The artist landed at AWGE Bodega, which is smartly named after his creative agency, after escaping difficulties. He bought a packet of AWGEY’s Diapers with a cute picture of his and Rihanna’s 1-year-old kid RZA on it. As the new song says, Rocky’s appearance caused quite a commotion as paparazzi flocked around the bodega.
RiRi later threw a comedic wrench in the story after a frantic sprint home. “Babe! You must return. “These are the wrong size,” she pointed out.
The Beats ad campaign not only marked Rocky’s debut as a commercial director, but it also raised interest in his next album, Don’t Be Dumb. The musician’s allusion to Rihanna as his “wife” in the song heightened expectations for his album and their relationship status. “My wife is erotic, I’m smokin’ exotic,” he rapped, leaving admirers with something to think about.
The couple’s relationship appears to be stronger than ever after welcoming their son last year and announcing a second kid on the way. Rihanna discussed their relationship with British Vogue in February.
She stated, “We’re best friends with a baby. We have to be on the same page, but we’ve always kind of had that in our relationship. Everything changes when you have a baby, but I wouldn’t say it’s done anything but made us closer.”
The A$AP Mob member also promised an array of unreleased songs in his upcoming album, including the Miguel and Thundercat-assisted “Same Problems?” and collaborations with Metro Boomin. “This next album needs to be just called Flacko Boomin,” Rocky told GQ while revealing the story of their connection dating back to 2012.
Available on all streaming platforms, listen to “RIOT (Rowdy Pipe’n)” below.