West Coast rapper Kendrick Lamar has reacted to weekend buzz started by G.O.O.D Music head Kanye West‘s “New Slaves” promo campaign and his Yeezus album release plans.
Blown away by Ye’s idea to premiere “New Slaves” in 66 different cities, Lamar fully embraced West’s unexpected smash.
“It sounded crazy,” he said of the tune. “That whole marketing scheme is crazy. It’s very inspiring. After a while you get to a point in hip-hop where certain tactics get watered down. How much music can you release on the Internet to get it hot? How many singles can you put out? How many videos can you possibly do?” (MTV)
Lamar also admitted he is anxious to hear what Mr. West has in store with the new solo album.
So, Kanye doing things the way he did is just West being the genius that he is, Lamar said, challenging the game and raising stakes once again with an album that’s rumored to be titled Yeezus. “That’s crazy, I want to hear that,” Lamar said. “That’s that creative Kanye genius stuff out the box … whatever way is his way of being creative and getting his message across through that album, that’s the culture. I can’t wait to hear it.” (MTV)
If all goes accordingly, Kendrick and music fans alike can cop Yeezus come June 18th.
Apparently, his girlfriend, Kim Kardashian, is also part of his marketing team. She posted a photo on Instagram Saturday night showing the album artwork for Yeezus alongside a pair of the rapper’s Air Yeezy sneakers, which he designed for Nike. “#Yeezus #RedYeezy’s #SNL #Tonight #NewSlaves #YeezySeason #Donda #June18,” she captioned the image. (USA Today)
Heading into the weekend, the father-to-be premiered “New Slaves” globally.
Tonight Kanye West premiered “New Slaves,” the first single from his forthcoming LP, by projecting a video on buildings across the world. His site includes a map of times and locations for those projections, 66 in all. It’s the same song Hudson Mohawke spun in Poland recently. Earlier this month, the rapper previewed new material at the Met Ball and Adult Swim’s upfront, but decent recordings from those events have been scarce. Tonight’s launch was better documented. (Stereo Gum)