Kanye West version 6.0: Will the self-proclaimed ‘Yeezus’ alienate fans with marketing blitz?
theGRIO REPORT - The sixth coming of Kanye West appeared in flashing lights, glorious refrain, and one major, unforeseen tweet heard round the world...
“No idea is really off limits,” says Alper. “Using Marilyn Manson’s sample of “The Beautiful People” for “Black Skinheads,” that might have been a great leap that he wanted to take, or it might be that this black skinhead he’s referring to is a beautiful person, and you just need to dig a little bit deeper.”
E-Man agrees, commenting that fans appreciate the mystery of West’s productions, and will not likely be scared by religious or Illumaniti allusions.
“Even though his music is in a different light, people are still going to be curious,” E-Man suggests. “He’s developed a character where people just know it comes from him. I don’t want to say he’s always right, but when it comes from him, they kind of expect it from him. His whole concept, in a sense, is just to speak his mind.”
Accepting the credibility of West’s prophecy
Not everyone is persuaded by West’s latest mantra, decrying a rich black man forced into slavery by flaunting his wealth in high-flatulent ways.
In an op-ed for the Chicago Sun-Times, writer Richard Roeper notes, “It’s hard not to call B.S. on Kanye and his “problems” and complaints. Sure, the paparazzi are leeches — but come on, buddy, you’re with Kim Kardashian, whose family practically sends out holiday cards to the jackals and hacks that “hound” them every moment… And who embraces the nouveau riche lifestyle more than West and his insanely superficial girlfriend? West reportedly purchased a $91,000 Hermes T-shirt, no joke.”
Journalist Latifah Muhammad analyzes the irony in West’s glorification of brand names as it contrasts to his anti-corporate diatribes.
“At a moment where the things he once rapped about having are now the very things he stands against, one can’t help but wonder if he’s being a hypocrite, or has finally become self-aware and recognizes the position he plays in the game of entertainment,” she writes on HipHopWired.com.
The jig with West, nevertheless, is that he’s never been a literal kind of guy, rather an allegorical raconteur of the life he’s been called to witness. Tracking West’s album history from his debut in 2004’s College Dropout to his anticipated June release, the rapper’s story illustrates a progressive rise to greatness, a belief in higher power, and a temptation to worship false idolatry as man advances from champion to monster to king.
Accordingly, West’s career has been one of the most unique and untouchable in the rap industry, and it shows no signs of faltering despite whatever bizarre press he attracts in his day-to-day encounters.
“He’s Kanye West, and yes his hip-hop is out there, but he can only do it his way,” says E-Man. “When he says something or he does something, it always creates noise. At the same time, I think it’s a statement…He’s doing him. That’s always been his thing from day one. He talks about certain things he feels, and I don’t think this is anything different, just the way it was presented.”
West’s undisputed ascension
A man who would be king, Alper believes the vantage point of an artist like West undoubtedly shifts as his eminence tips the clouds.
“When you’re first starting out, it’s really easy to talk about the culture around you and the people around you,” he observes. “When you get to this mega-stardom style, you can’t just walk out and observe the world around you anymore…I don’t think he believes that everyone should be following him like the second coming of Christ, but I think he truly does see a parallel between being a successful black artist and musician in the music industry.”
Additional clues to West’s forthcoming release can only be deduced by examining his vast catalog of music, and the ideas he’s posed since the beginning of his epoch.
In his own words, “They tell you read this, eat this, don’t look around, just peep this, preach us, teach us, Jesus.”
Amen.
