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MTV Labs gets creative director

MTV(US) and ViacomInc.'s in-house creative agency, ViacomVelocity, appointed A$AP Rocky, backed by his own creative company AWGE, ascreative director for MTV Labs.

A$AP Rocky and AWGE will create original content using thecompany's cross-platform production capabilities. The rapper and his companywill also experiment with new formats and existing MTV IP, and develop brandedcontent for advertisers in partnership with Viacom Velocity.

MTV Labs is a creative incubator, developed in collaborationwith A$AP Rocky, the company said Sept. 30.