Kanye West might be concerned with a lot of things for this album, but security isn't one of them.
There is a clear divide between the old Kanye West and the new Kanye West we will get to hear on Yeezus, and ‘Ye even has a new marketing strategy to go with that. Apparently, it’s called “giving no f***s.” Mashable reports on Kanye’s listening party for Yeezus in New York – the whole shindig reportedly had a much more relaxed vibe than the promotion for any of the rapper’s previous albums. The over 100 attendees were allowed to make video and audio recordings of the tracks off Yeezus, blaring from the speakers, with Kanye and his management disregarding any concern about possible leaks. West even said it himself: "I have this new strategy. It's called no strategy."
He continued: "This album is all about giving. This whole process is all about giving no f*cks at all."
As it turns out, the leak did happen. This week the songs on Yeezus were released online, just a few days before the official album release date on June 18. However, instead of doing damage control or attending the album release party, West is off with his partner Kim Kardashian, celebrating the birth of their baby daughter.
Kanye also shared some of his personal revelations about music and promotion, which sound about as distant from his promotional efforts in the past, as they could possibly be. "I've got an idea on how to sell more music, it's called make better music," West reportedly said at the party, according to Mashable’s Brian Anthony Hernandez. And then there’s the process of creating Yeezus, which is possibly the final (or perhaps the first, depending on how you look at it) nail in the coffin for Kanye’s old ways. On his past albums, both Kanye and his management chose to limit the amount of people in contact with the actual music as much as possible, minimizing the risk of leaks. No more. The rapper has gone all out in the collaboration on Yeezus.
"The whole way this whole album was put together, the amount of producers that came together for it, and the way we worked on this shit really collectively, collaboratively, we really didn't give a f*ck what nobody else said — outside looking in or anything. We just wanted to make the best product possible," West said. So there you have it. Good or bad, one thing is for sure – this album is different. Apparently West has finally come around to the idea that online creators have known for years – music is best, when it’s shared.
West is a changed man.
He has new priorities now.