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.”