YEEZUS
Kanye West never
fails at being different, revolutionary and over-the-top bold. His notorious
antics are not new to anyone, but regardless of how one may feel about Mr.
West, it is important to note his genius. As his new album is ready for a June
18th release, his marketing strategy behind this one has been truly
one of a kind.
First off, the album title is Yeezus. This album title will either excite you for the music that
is to be featured, scare you away because of the music that may be featured,
piss you off because you find it sacrilegious or instill you with profound
levels of curiosity. Whichever the case, he has gotten every music fan talking
about this album title.
It is June 6th, and we still do not have a CDQ
single from the album or an official track list. In more traditional alum
marketing, singles are unveiled months prior to the album’s release date in an
effort to excite people and promote an artist’s upcoming work. Perhaps, Kanye
is actually drawing more attention by giving out nothing in terms of what the
album will sound like. Also unconventional, he has had full building
projections of a video that features a track titled ‘New Slaves.’ He has
had these projections appear on buildings internationally over the past few
weeks, promoting what is assumed to be a song from the upcoming album. In
certain projection screenings across the world, cops have come and shut them
down. Once again, whether you like it or not, Kanye is indeed drawing lots of
attention for his album. (As stated earlier, a CDQ version of the single has
not yet been released.)
On the ‘Saturday
Night Live’ season finale, Mr. West also performed a song titled ‘Black
Skinhead.’ Although a live version is all we have for that track, it too will
likely be featured on Yeezus.
What has been released is the album artwork. Well,
technically there really is no album artwork. That is right, NO ALBUM ART!!
Instead, on June 18th when fans rush the stores to buy Yeezus, the CD will be in a clear case
sealed shut by a small piece of red tape on the right side. That is it. No
paper, no pamphlet and no song list will be featured when people buy the album.
Kanye insists what he just wants people to listen to and actually hear the
music. If nothing else brought interest to West’s upcoming album, this
certainly must.
Yeezus will be the
first of its kind. It is likely that Kanye will be starting a new trend with
this album’s marketing and promotion. We shall see later this month if this
“less is more” strategy pays off for Kanye West.
Written by Seth Kaplan.
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