ASAP Mob

ASAP Mob is an American hip-hop collective formed in 2006 in Harlem, New York City, that consists of rappers, record producers, music video directors, and fashion designers.

Built around ASAP Rocky's charisma and the late ASAP Yams' visionary A&R instincts, the Harlem collective weaponized fashion, visual aesthetics, and trap production to become the decade's most influential crew outside the South. ASAP Ferg's *Trap Lord* proved the mob's sonic depth beyond Rocky's mainstream breakthrough, while members like Nast and Ant contributed cult classics that validated the collective's artistic ambitions beyond hype. Their 2010s dominance hinged on understanding that hip-hop collectives needed a complete lifestyle proposition—merchandise, music videos, and cultural cachet working in concert—a template that defined New York cool for an entire generation and influenced how subsequent crews positioned themselves.