I just remember before "LiveLoveASAP" came out, Complex ran an online article with a short list of new artists that you needed to listen to. I recall ASAP being on that list along with Action Bronson, Mr. Muthafukkin' Exquire, Trouble, and a few others.
The big deal about ASAP was his sound (Harlem rapper w/ Houston influence), the ASAP mob meaning and gimmick, and the really eye-catching thing was the video for "Purple Swag"...
ASAP Rocky "Purple Swag" - YouTube
I just remember bumping this all summer and people were like
"Who's that white chick in the video with the gold grill"? Why is he wearing a "fukk Swag" shirt when the hook is saying "Swag"? Dude just had an interesting...gimmick/storyline or whatever you want to call it.
It's kind of similar to when Odd Future was making noise by doing numbers at their and having legends check them out... then Tyler did the "Yonkers" video.