A god or not, the rapper's elaborate, grassroots-y marketing strategy is working.
Last night, a 30-seconds-long video emerged (see below) showing Kanye West in the studio with all-star producers Rick Rubin and Mike Dean. After Kanye throws down vocals for his new song 'I Am A God,' he and Rubin discuss whether the lyrics should be “stacking all these billions” or “stacking all these millions.”
This has been just one of the many recent events in the marketing strategy Kanye has unleashed to push 'Yeezus,' the new album he plans to release next week. Kanye, of course, is not operating on a small budget, but many of these events have had a very grassroots vibe.
First, on two different nights, he shared his 'New Slaves' song by projecting a video of himself on the walls of buildings around the world, and for anyone to see. Then there was the 'Yeezus' listening party attended by friends (Jay-Z, Beyonce), fans and critics Monday night on the loading dock of Manhattan's Milk Studios. And, last night, Kanye showed up at an arts festival in Switzerland for another impromptu listening session.
Then there are those 'Yeezus' marketing events that haven't been grassroots at all. Among these are his 'Saturday Night Live' performance of new songs 'Black Skinhead' and 'New Slaves,' his headlining set at last weekend's Governors Ball, and the exclusive interview he gave to The New York Times.
Over the past few days, Kanye has also leaked information about some of the other artists involved in 'Yeezus.' Daft Punk has production credits on a few songs, and Bon Iver's Justin Vernon, King Louie, Chief Keef and Kid Cudi also make appearances.
Will anything else exciting happen before 'Yeezus' arrives on June 18? Probably.
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