Don’t lose track of the ‘Yeezus’ roll-out. Its happening right before your eyes.
Rap is like 300. The movie, 300. Often times, smaller, original and creative schemes and movements beat out the grand, often unnecessary campaigns that certain artists lead (see: Kendrick Lamar, Mac Miller, Frank Ocean). Kanye West has, and rightfully so, adopted this concept with the ramp-up to his upcoming album, Yeezus, which will be out on June 18th. Its a testament to the hold he has on this industry that merely a month after announcing his album, it’ll be in stores available for purchase. Previously, say with the My Beautiful Dark Twisted Fantasy campaign, the album released on November 22nd, 2010, while the first single, “Power”, was circulating the internet as early as June 12th. What was the difference? ‘Ye was coming off of a very tumultuous time in his career, including the Taylor Swift fiasco and his emotionally charged 808’s & Heartbreaks album, that left critics and fans alike wondering if they were ready for new Kanye West music. Needless to say, MBDTF ended up being touted as a classic by a large majority of media outlets, sonically outdoing the competition. This time around, just under three years later, the G.O.O.D. Music general is approaching his 6th LP with a slightly different attitude. With his first child expected in July, by way of one Ms. Kim Kardashian, and criticism of how he utilizes his platform coming in waves, and daily, Mr. West has had enough. With the politically and racially charged “Black Skinhead” and “New Slaves” debuting on Saturday Night Live this past weekend, it appears that the enigmatic superstar is ready to go, guns blazing, on Yeezus, and lash out at his numerous naysayers, while reminding everyone that he’s till one of the best doing it. Can he do it in less than a month? Here’s why.
-Khari Nixon (@KingVanGogh)