In the summer of 2011 Harlem’s A$AP Mob became the center of the pop culture universe: the Givenchy wearing, jiggy eye of the storm around them. Of the twelve or so members, it was pretty boy A$AP Rocky who rapidly landed major label deals, magazine covers, and fashion co-signs, while his comrade A$AP Ferg emerged as the masterly “rappers rapper.” For Ferg — Darold Ferguson Jr. to his loved ones — celebrity wasn’t quite the perfect fit that it looked like for Rocky. Ferguson became depressed and built an armor of bravado that was the “Trap Lord” persona we witnessed muggin’ through hits like his debut “Work” and 2013’s monster, “Shabba.”
Ferg was making great music, but it was separate from his true self — it wasn’t an honest extension of his being. After a life-changing encounter with a fan who survived cancer, Ferg carved out a new artistic path that would see his second album re-introduce the rawest A$AP Ferg to his fans.
The new Ferg arrives in Always Strive and Prosper-aka ASAP. It’s an album that deals with the uncomfortable realities of celebrity whilst telling intimate tales of his childhood and youth starring family, friends, and lovers. The album boasts verses from Missy Elliot, Rick Ross, Future and Chuck D that sit perfectly next to cameos from his mother, grandma and the mother of fallen friend, A$AP Mob founder, A$AP Yams.
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