00:00ASAP Rocky partners with Bilt to pay rent for residents at apartment building he lived in in Harlem.
00:06ASAP Rocky has partnered with rewards platform Bilt to pay January rent for every tenant in the Harlem apartment building where he spent part of his teenage years.
00:15The initiative blends his personal history, community responsibility, and the rollout of his upcoming album Don't Be Dumb.
00:22For Rocky, Harlem has always been central to his outlook, creativity, and resilience.
00:27This campaign turns that connection into tangible support, offering financial relief in a city where housing costs remain high.
00:35Rent is one of the biggest financial pressures for New Yorkers, especially in January when holiday spending, heating bills, and slower work cycles converge.
00:43Covering a month's rent provides immediate breathing room for families and individuals.
00:47By focusing on his former building, Rocky made the campaign personal and localized.
00:51Rather than spectacle, the effort prioritizes real-world impact and reinforces how community-focused giving can resonate deeply.
01:01Bilt's platform allows renters to earn rewards on rent payments, turning housing into a foundation for opportunity rather than a sunk cost.
01:09CEO Anchor Jane framed the partnership as a celebration of neighborhoods and the creativity they inspire.
01:16Rocky's involvement demonstrates how culture and financial tools can align around shared values.
01:21The rent initiative also ties into Rocky's musical return.
01:25He helped design a limited-edition vinyl for Don't Be Dumb, serving as both a collector's item and a storytelling device.
01:32Physical formats like vinyl encourage intentional engagement, aligning with the album's years-long development.
01:39The album, set for release on January 16, 2026, is Rocky's first studio project since testing, ending an eight-year gap.
01:46During that time, he expanded into fashion, art, and design, while personal growth appears reflected in the album's concept and rollout.
01:55Early singles including Hijack, Taylor Swift, Ruby Rosary, and Pray for Day Gang showcase different moods and sounds.
02:03The 15-track, 2LP vinyl moves through jazz, hip-hop, metal, indie, and R&B, mirroring the fluid energy of urban life and Harlem's influence on Rocky's identity.
02:14Filmmaker Tim Burton designed the album cover, signaling surreal and cinematic visuals that extend the music's artistic scope.
02:22Rocky treats visuals as a core part of the album experience, emphasizing full creative storytelling.
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