In 2007, A$AP Rocky joined the A$AP Mob crew, a Harlem-based collective of rappers, producers, music video directors, fashion designers, and bikers who shared similar interests in music, fashion, style, and art. It had been formed by A$AP Yams, A$AP Bari and A$AP Illz. In July 2011, Rocky released his single “Purple Swag” which quickly became a street anthem in New York City.
In August 2011, Rocky’s debut single “Peso”, was leaked online and within weeks received airplay on the high-profile Hot 97 New York radio station. After he released a music video for his song “Purple Swag”, he received attention from several record labels. In October, he released the mixtape Live. Love. A$AP to critical acclaim and signed a two-year, $3 million record deal with RCA Records and Polo Grounds Music. Upon his record deal, Rocky started a label, A$AP Worldwide, with A$AP Yams. On December 5, he was nominated for BBC’s Sound of 2012 poll.