Since blazing onto the scene in 2004, Kanye West has ensured the phrase “innovator” is placed at the forefront of the many words used to describe him. And make no mistake, it’s an entirely apt title for the eclectic MC.
Case, point, his left-field roll-out for new song ‘New Slaves’ and its accompanying video.
Doing away with the usual Youtube debut, ‘Ye is intriguingly launching the song and visual via projection on 66 buildings in 10 major cities (in places such as Europe, America, and Australia) starting last night and continuing on through the weekend. Fans can find out where the next components of the piece will be beamed by checking the interactive map on his official website.
Taking to Twitter, the soon-to-be dad set the net ablaze after announcing:
This was followed by an equally exciting series of messages from Yeezy’s creative partner Virgil Abloh:
And so it went, the video begun unwrapping itself in what is undoubtedly one of the most creative cases of guerilla marketing in recent times.
Without further adieu, check it out (what is believed to be) the full video below…
With music being the freeing, limitless, and creative arena that it is, Kanye continues to trail-blaze by simply embracing these qualities rather than shunning them in a bid to fit-in or be “uniform”. More power to him!