The hip-hop star has been appointed creative director of MTV Labs, a new brand formed by officials at MTV and its parent company Viacom in partnership with Rocky and his AWGE firm, through which he will come up with programming ideas.

"MTV is a name we grew up with - everyone knows them as innovators and champions of building artists' careers. I'm honored to have this opportunity and can't wait to show people what we have been working on," Rocky says in a statement.

He adds to, "I feel like we live in a day and age where Snapchat, Instagram, the Internet and all the 15-to-30-second video clips are running the world, and that's all that matters. It's time to start exploring the minds of the young, the kids that come from backgrounds like me. If you put your mind to it, you can come up with some unorthodox methods to figure this s**t out."