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A$AP Rocky is the new face of Mercedez-Benz. The Harlem rapper stars in the automobile company’s new 2017 campaign, dubbed “Grow Up.” The video shows Rocky reminiscing about his younger years in the city of Harlem, dreaming about a way to become a rap star and the sacrifices that came about a long the way. In the video, Rocky also reveals how his older brother Ricky inspired him to venture into music before he was shot and killed.

“Dreams can come at a price. But hard work can pay off. This is the true story about a boy named Rakim (A$AP Rocky) who blazed his own trail to the top with nothing but a dream beat,”

said Mercedez-Benz in a press release.

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