Kanye West dropped some new music this week and fans were ecstatic — only to find out that it wasn’t new.
Now, why is this a big deal? Because we’ve been anticipating a Kanye West album, or another song at least, since he announced the title of his next album via Twitter. Despite the fact that the two tracks aren't new singles, Kanye is showing that he knows how to market his music and draw us all in.
I’m changing my album name to SWISH
— KANYE WEST (@kanyewest) May 3, 2015
I might change it again but that’s the name now
— KANYE WEST (@kanyewest) May 3, 2015
One of the two songs released was an alternate version of a song he made seven years ago. The other song was just a clearer demo of his version of "Tell Your Friends" by The Weeknd (which West produced and sang the bridge on). We haven’t heard much from West alone since his last single, “All Day,” only songs he’s made guest appearances on from rising star artists like Big Sean, Tyler, the Creator, A$AP Rocky and Travis Scott. But, he has to be up to something.
I believe, like most people do, that Kanye is a genius. He knows exactly what he is doing as far as marketing his music and he knows the anticipation is growing by the minute. He deliberately leaves us hanging with no release date of his album when he announced the name of it on Twitter (and we’re not even totally sure if that’s the real name of the album either). He’s been teasing us with features on multiple songs, leaving us thirsting for more Kanye. Another artist named Theophilus London even teased us about this new album, claiming he has heard it. And the latest we know about the album is that it won’t be out anytime soon. It’s all strategic. Unfair, but strategic.
Ye played the album in Toronto on repeat its HI Key over for everybody . Everybody. Also Rodeo hi key about to change lives of the youth
— Theophilus London (@TheophilusL) August 6, 2015
Dropping tracks and/or new albums without the traditional marketing of announcements, promotions and radio show interviews has been the new trend for artists, particularly the most well-known artists. Beyoncé’s self-titled album release received the biggest buzz of the start of a trend that artists like Drake, Kendrick Lamar, Jay Z and others have adapted in some kind of way.
With the help of social media and streaming services (Apple Music, Spotify, etc.), artists are releasing music for fans right at their fingertips, moving farther away from the traditional purchase of a CD at a local Target (which I still do on occasion). Drake is doing it by releasing singles on Apple Music on his exclusive OVO Sound Radio. Jay Z did it when he released Magna Carta Holy Grail through an app from Google Play, which sparked the “new rules” trend on social media.
Kanye’s two “new” tracks could be a taste of things to come, and fans are still grateful for even seeing a headline with the words, “Kanye West releases two new songs” in it—even if it isn’t exactly new. The tease strategy has been successful so far in the industry because of what kind of hype it creates. Not only does this modern approach generate hype and gives us something to talk about, but it does it for an extended period of time. These two tracks are reminding us that Kanye is still here and he’s dropping whenever he feels it is time.
Let’s just hope he keeps the hype going, but actually releases something for his yearning fans to listen to. Who knows, maybe even Frank Ocean will finally drop that album he tricked us about. Just don't be that guy please, Mr. West.
Related Links:
Kanye West closes out Summer's End Festival at Tempe Beach Park
Why Kanye's VMA speech was about more than the presidency, bro
Reach the columnist at adonis.dees@asu.edu or follow @Don_D24 on Twitter.
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