Inside A$AP Rocky’s ‘Don’t Be Dumb’ Album Release Party

The anticipation around A$AP Rocky’s fourth studio album has felt palpable over the last few weeks. After unveiling its Tim Burton-designed cover art, announcing brand partnerships, and teasing the LP with two singles, Don’t Be Dumb has finally arrived.

To celebrate his first album in nearly eight years, Pretty Flacko hosted a private album listening party on the blisteringly cold eve of its release (Jan. 15) at New York City’s Lavan Midtown. Upon entering the venue, attendees were transported into a Burton-esque world, plastered with decals and art inspired by the album’s cover, under dim red lights. In another (and more well-lit) area of the venue, a “D.B.D” branded helicopter stood near a checkered backdrop filled with variations of Rocky’s album cover and phrasing.   

As DJ SpinKing set the atmosphere and provided the soundtrack for the night, attendees walked around the open event space, grabbing merch like “Don’t Be Dumb” screen-printed T-shirts, posters, Kiehls products, Ray-Ban sunglasses, and more. Specialty cocktails were served throughout the night, like the D’USSÉ, cranberry, and pineapple-fused “Don’t Be Dumb” the PATRÓN-laced “AWGE-ARITA,” and the Grey Goose-based “The Helicopter.”

Aside from the lofty red couches sprawled about the main room, the busiest area was the Puma sneaker customization bar, where guests could pick up a free pair of kicks and stylize them with various iron-on graphics like an A$AP Rocky’s text logo, an AWGE stamp, or a Stop Snitchin stamp.  

Nearly a quarter after midnight, Rocky appeared in the elevated section above the crowd as A$AP Lou aka Lou Banga cued the “Helicopter” single. With a bottle of Ace of Spaces in hand, they kept the party going and let the new album’s tracks play carry the night. Before walking around the venue to check out the space’s hot spots and greet attendees, the 37-year-old artist kept it short and sweet when addressing the attendees at large.

“Yo, what the f**k is up, y’all?!” he yelled into the mic. “Eight fuckin’ years later. Don’t Be fuckin’ Dumb sh*t finally out! Thank you to everybody for coming out tonight. We f**kin’ love y’all, man. Have a good time, enjoy yourself. And remember: don’t be fuckin’ dumb, ya heard?!”
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Aside from the A$AP Mob crew, a slew of celebrities and music industry folk stopped by to show Harlem’s own some love and support. Jon Batiste, Max B, Fivio Foreign, Lil Mama, DJ Clue, Lenny S, Masika Kalysha, Busta Rhymes, and eventually, his love, Rihanna. 

This story was originally published on VIBE.