I miss the old Kanye.
I’ve said it before and I’ll say it again – Kanye West is that kind of mate that you constantly get defensive over but at the same time, just sit and wonder why they have to be such a prick.
It’s been an explosive couple of weeks for Yeezy. Alongside his contentious tweets, controversial comments on black slavery and continuing open support for Donald Trump, West has also raised eyebrows with his new track, ‘Lift Yourself’.
Released alongside the politically charged ‘Ye vs the People’ featuring T.I., ‘Lift Yourself’ begins like any other good Kanye tune. Exhibiting how skilled Kanye is at producing, its gorgeous soulful sample from Amnesty’s ‘Liberty’ is reminiscent of some of the best songs on The Life of Pablo, such as ‘Ultralight Beam’ and ‘Father Stretch My Hands Pt. 1.’ Then comes in some ravey bass beats hyping up the tune, in turn making us anticipate a good ol’ heavy drop. Then?
We all get trolled.
Kanye goes into a verse and, no joke, raps these lyrics: ‘poopy-di scoop / Scoop-diddy-whoop / Whoop-di-scoop-di-poop / Poop-di-scoopty / Scoopty-whoop.’
Needless to say, the transition from soul to well, rapping about shit catches us by surprise, and it’s certainly got people talking. Many are thinking that this version of ‘Lift Yourself’ is not the full final version, as Ye tweeted ‘Ima fix poop dee dee scoop.’ Through these trollings, West has got his audience exactly where he wants them. We’re hanging on his every word, or tweet should I say, wanting to know what on this earth he’s going to say next. Once the next album (entitled LOVE EVERYONE) is released, I for one wouldn’t be surprised if it’s one of Ye’s most successful.
Considering his headline domination in recent weeks, people are currently more eager and curious than ever to see what the enigmatic mind of Kanye West has conjured up. So, maybe this is all just a savvy publicity stunt.
For the time being though, here’s my suggestion: listen to ‘Lift Yourself’ until one minute 57, then put Late Registration on instead.
Clever marketing moves or a step too far? Comment your thoughts below.
Text: Natalie Zannikos
Images: Just Jared, stereogum.com, kanyewest.com