Many agree that the leak was a purposeful tactic from Kanye, and boy it worked. Kanye West is a very clever man, and he created a storm of hype and publicity by this release. Of course, it hasn't been without it's controversy and not everyone has been a fan of the album, but to be honest, i think Kanye knew this. In fact, to me, the album very much sounds like he is doing exactly what he wants to do, taking it in exactly the direction he want's to take it in, without compromising for anyone (be it a producer or a fan) and doesn't care one bit if anyone doesn't like it. And the extreme mix in opinion which has been displayed by Kanye fans already just shows what a success the album is. Any album, or any piece of art at all, which creates this much debate, discussion, and division, is a huge success. The fact that anyone could listen to it before it's release date, on the internet, also puts up a challenge in it's accessibility: it poses the question, what does it mean to be successful? It doesn't necessarily mean huge album sales, making millions, and winning awards. While Kanye has done all of these things, and surely will with this album, that isn't what will measure the success of this album. What will measure the success is the way people take the album, the way they talk about it, write about it, dissect it. And not just the way they do these things, but the very fact they are doing these things. The fact they are writing about it, talking about it, dissecting it.
But on to the album itself. All of Kanye's albums have a different sound to them, so this clearly was going to be something different. Kanye doesn't attempt to replicate himself. He is always trying new things, reaching to different parts of his creative potential. But it is fair to say this is unlike any of his past albums. Lets take My Beautiful Dark Twisted Fantasy. That album for me was a masterpiece. It featured not only some top collabs, but also an immense use of instrumentals and long, provocative rap verses. 'Runaway' wasn't just about the rapping, but about the piano, for example. While this album featured lots of classical instruments to create an orchestral feel, Yeezus almost goes in the opposite direction. For starters, it strips everything back. It is not about creating something epic, but using bare materials. It is minimalist. It is new wave. It is new. It's also less about the classic instruments and more about an electronic sound, with influences taken from house and trap music. Yet of course, with songs such as 'New Slaves' and 'Blood on the Leaves', there's a commentary on race differences and on slavery, something which is present in a lot of Kanye's work. Kanye is never afraid to just spit it out and say it, and this album is no different in terms of that. As always, nothing is held back. In fact with this album more than any others, I would say Kanye is not only not holding back, but rushing forward, in your face, at a ferocious speed. This album is very in your face, which is maybe also why some people have taken a dislike to it. With that first play of 'On Sight', which the intro of sounds like something out of space, followed by the fast and ferocious pace of 'Black Skinhead', you could easily get a little overwhelmed. Especially if you were expecting something more 'Watch the Throne-esque'. No. This album has nothing fancy to get in the way of the truth of it. It's not playing around. It's not distracting. It just is. It gets to the point that it wants to get to.
It's not only the music itself which has a) provided a point of controversy, and b) been stripped down to the bare minimum, but the cover art. Some people on twitter have slagged off the cover art for it's simplicity. I mean, there isn't anything there!! It's just empty, bar that little red square. I mean, anyone could do that right? Hahahahaha. Wrong. While technically anyone could, no one else could think of it, conceptualise it in the way Kanye has. Kanye West hasn't left the CD cover like this because he was feeling a little lazy and couldn't be bothered. I'm sure he interpreted this reaction too. Cover art always has a deeper meaning, no matter what musician it is. And this is no exception. The lack of cover art highlights how Kanye has stripped everything back. It is showing the minimalism of the album. The cover of the album is part of the album, as well as the music, and so it has to demonstrate something. What the artist want's to demonstrate. Kanye has been very clever in this way. He's showing this new direction he's going in that anyone can see simply by looking at the cover of the CD, even if they don't listen to his music. And what about that red square? He's chosen that to be there just like he's chosen to have a lack of album art. I think that right there is this form of iconography. When people think of the Yeezus album they will think of the cover art, because all there is to it is that red square. That red square that could represent anger, violence, sex, lust. It will become synonymous with Yeezus.
Everyone is of course entitled to their opinion and some people may genuinely not like the direction Kanye has taken this album in, but surely you can't help but admire his persistance to make an album exactly how he wants to, and his persistance to always be going in a new direction, always be trying new things and new sounds? Kanye West is so much more than a rapper. He is an artistic genius. If you've given the album one listen and hated it, I dare you to give it another listen, because despite it's minimalism there is so much more to it. I think this could well be one of his best album's yet.
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