For music fans—real fans, the types to study lyrics and production credits with the voraciousness of prepping for the MCAT—the behind-the-scenes moments of artists’ lives are just as important as the songs they create. Though the rise of social media has helped us feel closer to our most beloved musicians, there’s just something more intimate about the behind-the-scenes images, especially those captured by photographers who have been trusted to document their everyday lives. For the A$AP Mob and other mainstays in East Coast rap, Brock Fetch has long been tasked to do exactly that. This summer, the fruits of his labor will be on display through the summer at Sonos’ flagship store in the New York City neighborhood of SoHo.
The photo installation comprises black-and-white images that Fetch captured on film as well as Polaroids, of artists such as A$AP Rocky, Joey Badass, Wiz Khalifa, Asher Roth, and more. It’s an ode to the Washington native’s career, which blossomed from an admiration of his grandfather’s interest in the photography into his personal quest to capture perfect moments, rather than perfect pictures. “That photo of A$AP Yams when you first walk in, it’s crooked as hell!” Fetch says with a laugh of the colossal photo of the late music executive and A$AP Mob co-founder. “It’s not straight by any means, but Yams’ smile is fucking perfect. I’m not an artist. I’m still learning how to use a camera and make it work right. But no matter how you capture certain moments, it’s still a moment. So if you’re around for those moments, like I am, you get lucky. It doesn’t really matter how good you are with a camera because there’s still magic.”
Here, Fetch reminisces on the moments that went into creating some of that magic. To see it IRL, the installation will be on display at Sonos’ flagship at 101 Greene Street—otherwise, you can live vicariously through the clip below, of the installation’s grand opening.