by Maurice Bobb
Leave it to Kanye West to find the most innovative way to premiere his new music video, “New Slaves,” which is likely the first single from his long-awaited follow-up LP to 2010’s My Beautiful Dark Twisted Fantasy. Instead of opting for YouTube or MTV for his big reveal, the enigmatic rapper/producer projected the visuals for his latest track on the sides of buildings in 66 locations around the globe.
Yeezy gave his fans little warning prior to the viewing of his “street” single with a message on Twitter directing them to go to his website, KanyeWest.com for viewing times and locations. MTV News was on the scene on the corner of 14th Street and 10th Avenue in New York City’s Meatpacking District, where some 100 fans gathered to get a glimpse of their favorite rapper’s new rap.
The show was an hour late, but when the truck the drove around the city projected the video flashed the black and white image on a matte black wall, all was forgiven as the crowd gasped at ‘Ye’s ingeniously creative product.
The set the tone for somber, yet admonishing song, the G.O.O.D. Music mogul rapped, “My mama was raised in the era when/ Clean water was only served to the fairer skin/ Threw on clothes, you would’ve thought I had help/ But they wasn’t satisfied unless I picked the cotton myself.”
More harrowing was the “All Falls Down” MC’s next verse, which challenged the materialistic habits of hip-hop fans, most notably African-Americans.
“What you want a Bentley, fur coat, a diamond chain/ All you blacks want all the same things,” he rhymed, eyes piercing through the listener.
Attendees cheered the four-minute presentation, which was an appropriate and appetizing salvo for Saturday (May 17) night’s appearance on “Saturday Night Live,” where he’ll undoubtedly perform “New Slaves” and other new material from his upcoming sixth studio album.