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September 20th, 2012
Kanye West has released a three minute promo video for his collaborative G.O.O.D. Music album Cruel Summer and the rapper takes an understated approach to talking about his latest album. Shot in black and white, a hoody-wearing West speaks calmly about the new album, which he calls “music to create to.”
On constantly working on new material, West said “I get bored really easily. I’m majorly underwhelmed in general. I’m always looking for some excitement for this music to be our outlet.” Going into the studio with hip hop heavy weights Jay-Z, 2 Chainz, Pusha T and Common to name a few, West seems intent on ushering in a new type of hip hop free from beefs and rivalries, saying “We reached out to other camps to do something new and exciting in hip hop. Something minus all the politics.”
West wraps up the video, which includes snippets from Cruel Summer and pictures of the group in the studio, by giving his best high school basketball coach final game speech. “The whole thing is about empowerment. We’re just trying our best. That’s all your can ask for.” I don’t know what happened to you, Kanye, but I like it.
This video contains music with extreme coarse language. Viewer and parental discretion is advised.Tweet