A$AP Rocky is linking up with MTV in a major way. The Harlem multi-hyphenate has announced that he will be taking on a Creative Director position with the newly minted MTV Labs. MTV Labs is a celebrity incubator developed by MTV in tandem with Rocky and his AWGE company.

As part of the deal, Rocky will gain access to MTV’s cross-platform production to create new content, as well as work with existing platforms within the company. In addition to the original content he will create, Rocky will also be working on branded content for the network’s advertisers and affiliates.

It certainly seems MTV will be given new life under the creative guise of Rocky. To celebrate the partnership, Rocky will be performing new tracks from the ASAP Mob’s upcoming Cozy Tapes Vol. 1 mixtape live at the Times Square studio. The performance will be broadcast on MTV and across their streaming platforms at 6:25 PM ET.