Kanye West opted out of a traditional marketing campaign when he launched his sixth studio album Yeezus last month. There was no lead single, there was no radio play. He performed two tracks when he visited Saturday Night Live, he previewed a number of songs at New York’s Governors Ball music festival, and he projected himself on buildings around the world leading up to the album’s release. Unorthodox, yes; but we’re talking about Kanye West here, remember.
The rapper is still tied to a record label (read: Universal Music Group) and so he’s likely been guided to select a track to become Yeezus‘s lead single. The winner is the harsh yet addicting romp “Black Skinhead;” it’s making its way onto the radio in edited form and a new music video for it has leaked onto the ‘Net. There’s no telling whether or not this is the real deal–it originally landed on a Universal Music staging site that is now password protected–but nevertheless it’s provocative and worth a watch. In it a CGI West with major muscles raps shirtless (and at times pants-less) inside a black void that’s pixelated and made to look homemade. It borrows the dark imagery from his SNL performance and still manages to reel you in and not let go until the very end. It’s bizarre, it’s different, it’s Kanye.
Update (7/9): A day after the leak Kanye addressed it on Twitter claiming it is not the final version of the music video. Across six tweets he said, “The BLKKK SKKKN HD video that leaked yesterday was not the official version. Me and Nick Knight have been working on this video for 5 months and for creatives it’s heartbreaking when something like this happens. The final version will be ready within the next week. So any website that may have the unapproved / unfinished ruff. I ask you to please take it down. Allow me and Nick to give the world what we’ve been losing sleep over. And to who ever leaked the video… FUK YOU!”
In consideration, I’ve taken down the leaked cut and will post the final version when it launches soon. Even Rapdose, the source of the leak, removed it from their website. It’s still hanging around though (like at Billboard.com) if you’re curious.
Update (7/22): The final version of the “Black Skinhead” music video is up and it’s only accessible via kanyewest.com. That’s because there’s an interactive element to it; in addition to some aesthetic changes, the main difference between the leak and the final cut is that this one’s playing speed can be manipulated by the viewer. Using your curser which happens to be giving the finger you can speed up and slow down the clip as it’s rolling (the slight lag time is disappointing, though). There’s also a social element as well; viewers can snap photos at any time and post their pics to Twitter and the like. Give the Nick Knight-directed interactive experience a go at Kanye’s site.
