For an act as unpredictable as Kanye West, the rapper’s antics are becoming increasingly easy to foresee.
Early last month, the Hip-Hop star announced new album ‘YANDHI’ would be landing at retail and on streaming services on September 29th in tandem with his performance on the season premiere of Saturday Night Live.
As history would have it, the (bizarre) performance happened — the album roll-out did not.
However, if folk thought the mysterious set would be delayed by a few days – like much of the G.O.O.D Music slate of projects he helmed back in June – then think again.
Wife Kim Kardashian took on the duty of revealing that ‘YANDHI’ will now drop on Black Friday:
Could Kanye be anymore tone-deaf?
On the one hand, there’s the clear and indulgent trolling with the release date. But then there’s a deeper branding issue at play too.
The masses feel him to be in the sunken place and he seizes the services of his musically inept wife to trumpet his latest project?
Much as we respect his artistry, none of his output and strategy of late points to any kind of genius. Quite the contrary.