Leave it to Kanye West to give his music a fashionable debut. On Friday (May 17), the rapper tweeted the world premiere of ”New Slaves” in his signature all caps style.
“YEEZY SEASON. NEW SLAVES VIDEO PREMIERE. NO YOUTUBE. LIVE IN THE STREETS IN 66 COUNTRIES AROUND THE WORLD. TONIGHT.”
Instead of the traditional YouTube unveiling, the G.O.O.D. emcee opted for video projections against the sides of buildings around the world- 66 to be exact. The locations, spanning North America, Europe and Australia are listed with their respective locations and times on West’s official website. They include Chicago’s Northwestern University, London’s Royal Opera House, and the Louis Vuitton and Prada stores in New York.
The song itself is a conversation about black culture and its obsession with extravagant things; an uncomfortable, but necessary topic in hip hop. ”What you want a Bentley, fur coat, a diamond chain/ All you blacks want all the same things,” he raps.
There is no word on whether West will perform the controversial track during his Saturday Night Live performance tonight. Watch “New Slaves” below.