Kanye West continues his creative tear with a new Yeezy Gap commercial and video for the Donda track “Heaven & Hell.”
The multidisciplinary artist debuted the double whammy on ESPN during the NCAA championship game on Monday (January 10). The stark black-and-white visual puts multiple black Yeezy Gap sweatshirts on display, serving as the ideal ad for their latest collaborative item.
Beginning with a sample of the 20th Century Steel Band’s 1975 single “Heaven and Hell Is on Earth,” the track sets the mood for the eerie vibe of the visual. As the camera pans to the faceless figures wearing the Yeezy Gap sweatshirts, Kanye raps, “No more promos, no more photos/No more logos, no more chokeholds. We on Bezos, we get payrolls/Trips to Lagos, connect like LEGOs/Make this final, make this, my eyes closed/Burn false idols, Jesus’ disciples.”
Early Monday, Kanye West and Netflix released a new trailer and the release date for Jeen-Yuhs: A Kanye Trilogy, a three-part documentary about his life that comes to theaters on February 10 before hitting Netflix on February 16.
Directed by Clarence “Coodie” Simmons and Chike Ozah, Netflix describes Jeen-Yuhs is “an intimate and revealing portrait of Kanye West’s experience, showcasing both his formative days trying to break through and his life today as a global brand and artist.”
The documentary features footage dating back to the 1990s, when Coodie and Chike initially connected with Kanye. The duo went onto direct videos for The College Dropout tracks “Through the Wire,” “Two Words” and the third iteration of “Jesus Walks.”
Jeen-Yuhssold for over $30 million last year and was scheduled to premiere at the 2022 Sundance Film Festival in late January, but organizers decided to cancel the event due to rising COVID-19 cases.
Donda was nominated in the Album of the Year category at the 64th Annual Grammy Awards, as well as Best Rap Album.
The Yeezy Gap sweatshirt is currently available for purchase on the Gap website, but consumers must sign up to see how much it’s going to cost them. The item ships in four to eight weeks. Find it here.