On 17 May Kanye sent out a message to his Twitter followers revealing that he would be debuting a “new song and visual” from his new album across the globe on 66 buildings!
“NEW SONG AND VISUAL FROM MY NEW ALBUM BEING PROJECTED TONIGHT ACROSS THE GLOBE ON 66 BUILDINGS, LOCATIONS @ http://KANYEWEST.COM”
And this past Friday night he revealed what he was talking about. 66 street walls across strategically selected spots globally were adorned with the image of Yeezy debuting his new single “New Slaves”.
The single containing lyrics such as, “I’d rather be a d*ck than a swallower” and “You throwing contracts at me, you know that n*gas can’t read”, seems to have captured the attention of the globe. Even though 25 to 30 seconds into the projection the joint sounded like a cross between the breakdown on the hook for “Clique” and the buildups on “HAM”, it’s still dope though.
All location points were showcased on a map on Yeezy’s website, reaching all the way to London, as social media heads broke out their camera phones and visited each location to capture clips of this guerrilla-style marketing which is pretty genius and a first for hip hop, although it’s been done before for major film franchises such as The Dark Knight.
Regardless of critics being focused on the low quality of the projections, the idea itself managed to fulfil its intended purpose. You can’t expect anything less than glorious execution from Yeezy. They call it PR. We call it evidence.
Rudzani “RooAT” Netshiheni