Kanye West Explains Creative Approach To "Cruel Summer"

Kanye West releases a promotional video discussing his crew's latest album.

Kanye West has been notoriously absent from promotional duties for G.O.O.D. Music's new album Cruel Summer, leaving artists like Big Sean, Common, Teyana Taylor and Pusha T to do the work. Breaking his silence on the project, 'Ye released a promotional clip discussing the creation of the album, stating that it spawned from his desire to create something great.

"I like when I get mad at music because it's so good. It's like, oh shit, why didn't we think of that? Why didn't we do that?" he said. "I'm not interested in things unless they hit me in a certain place in my heart and my gut. I get bored very easily. I'm majorly underwhelmed in general. I'm looking for some form of excitement for this music to be our outlet."

Yeezy explained that he conceptualized the artwork for the LP while recording tracks for it, sometimes looking to the cover art to determine if the song fit the packaging.

"One track might have 30 people's opinions on it. It's not just about a tracklist and a name. It's about the communal style of work," he explained. "We spend just as much time working on the actual album packaging, the video concept, the song... Everything is equally as important. It got to a point where I had to have the artwork in front of me while I was working on the songs, and I would listen and say, 'Does this song sound like this packaging looks?'"

For 'Ye, this isn't the end of what listeners can expect from G.O.O.D. Music. "This isn’t the beginning of the conversation, this isn’t the end of the conversation. It’s our offering as a collective of a sonic snapshot of what’s happening right now, 2012.”

RELATED: G.O.O.D. Music "Cruel Summer" First Week Sales Projection

18 Comments

  • Anonymous

    lol if he haven't already listened to this album you would think this album is amazing based on what he said lol

  • Anonymous

    GIVE ME A CHANCE Youtube is all about finding new artist, & though I been rapping for a while im still consider a new artist. I just want my music heard thats all, im not looking for no record deal, getting famous 'r anything like that. I do music to help change the lives of others so what you'll get from my music is all POSITIVITY! so please just spare a few sec. to check me out, & if you like what you heard please SUBSCRIBE so ill know you actually listen & support http://www.youtube.com/watch?v=OD-_v6wPs6I

    • Anonymous

      CONSTRUCTIVE CRITICISM: U gotta think of a new way to get your message across, bro. Just because you aren't the one doing the killing in your music, doesn't make it "positive". Im just judging this one song. It was highlighting all the negative stuff in the hood. We've heard that over and over and over. There is no one left who listens to rap music and is confused about what happens in the hood. Everyone is well-aware. So honestly we don't need anymore rappers to report this. The next step should be what we can do to end this. Let's talk about some of the victories that go on in the hood. It's not ALL bad. Speak about stuff that people can relate to without depressing them. The economy is so messed up that I don't see people latching onto too many "tale from the hood" types right now. People want to be inspire.

  • Anonymous

    biggest kanye fan, college dropout is my favoirte alubm ever but forreal.... this album is sub par to say the least, and for kanye to say that music bores him and this album is exciting is contradictory/horrible. the album is weak, there is no excitement. outside of mercy and godflow there are no tremendous beats on his part. the only reason "the one" gets props is cuz it's half somewhat introspective which is only a product of the fact that yeezy only makes braggadocios songs as of late. 4/10 outside of clique, mercy, new god flow, sin city, and the common verse in the morning..... the rest of the album is a throw away. good music fuck itself

  • watch

    I honestly think no one has ever told kanye the truth when his music sucks. And l think he gets really offended when they do, so no one bothers. The way he talks, you can tell he thinks his shit sells like roses all the time. that's not reality. His a genuis, but sometimes they need to be told to work harder or approach things a bit different. You can have detail in your work, but that doesn't mean it can be wack.

  • Big Boss

    Ok so Ye was overwhelmed by all these songs...these songs are garbage. No meanings and shit ass lyrics. Anyone can write braggadocio rap.

  • YESSIR

    WHY YOU GOTTA STUNT ON US BITCHASS NIGGAS SO HARD KANYE? YOU KNOW I'M BROKE AS A JOKE, SUCKIN DICK FOR CRACK COCAINE.

  • Anonymous

    Youtube Mega Trife & Nonsense - Close to You

  • Anonymous

    There was no creative approach to "Cruel Summer", it was a"Wack Album". The album would have been better as a mixtape.

    • ^^^

      that's because you and fuckoff are the same person, try to be more discreet next time faggot.

    • Anonymous

      i agree with everything FuckOff said.

    • haha

      someone sounds incredibly butthurt. don't accept the buttfuck if you can't handle it fag.

    • Hey

      It would be a good idea to argue about this because someone will win the argument and really show everyone else who's boss.

    • FuckOff

      i fucking hate you faggots that run your mouth and say "do better then". that aint his job you fucking retard. he doesnt make music for a living. Kanye does and we all expect so much from him b/c he has built himself up over the years as such a great artist. as do a lot of artists. when they release something, as listeners and fans we have a right to critique it. if we think it sucks compared to their previous work then thats our opinion. we expect better b/c we know they are capable. im sure you make a better McDouble than i can cause its your job and you're trained. if you make a nasty burger one day as a person that eats them and knows what they should taste like to me I will let you know you messed up so that the next guy will get a better tasting one. so shut the fuck up, swallow Ye's cum, and kill yourself. now that's Real Talk bitch!

    • Real Talk

      Well, if you can do better then do it, and show us. Then we can be the judge and critic of what your capable of. Are you ready?

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