ARTIST SPOTLIGHT (By guest writer, *Heather Fisher). Say what you will about Kanye West, but there’s no doubt that he’s a trend-setter, a media magnet and a critical and commercial success. Love him or hate him, his run has been unprecedented. You can’t help it — Kanye and the press seem almost fused together. From mainstream outlets like Entertainment Tonight to hip hop spots like World Star Hip-Hop, the media just can’t seem to get enough of Kanye, and he relishes the attention.
Industry Influence
Whether you appreciate his brashness or find him annoying, most music followers can’t help but recognize his influence and staying power. Kanye continues to find ways to bridge the gap between pop and hip-hop as no other artist has. From his all-star collaborations to cryptic and outrageous lyrics, his songs are infectious, bringing him radio air play while still maintaining street cred. While he may not be the most succinct rapper, his flow, humor and swagger are undeniably original.
A Marketing Dream
West’s belief in himself has certainly propelled him to heights of stardom that many more talented rappers fail to achieve. Kanye continues to be a one-man marketing machine, driven by sheer ambition and the absence of even a sliver of doubt in his place at the top. What the mage producer/rapper has attained is relevancy in modern culture, which quickly disposes of one-hit wonders in rap.
In some ways, this seems to function like a self-fulfilling prophecy. His bravado has been controversial at times, most notably after Hurricane Katrina struck and Kanye very publicly proclaimed his belief that President George W. Bush “didn’t care about black people.” It’s apparent that West isn’t afraid to speak his mind or make a show of things, including his stage takeover of Taylor Swift after she won a VMA in 2009. Not far from his vanity, West continues to show he is his own personality.
Moving Forward
Now, with the release of his album Cruel Summer and nominations for 17 BET Hip Hop Awards, it’s clear that Kanye’s star is burning as bright as ever. And whether you think his relationship with Kim Kardashian is a match made in heaven or a marketing ploy, you can’t deny that the alliance is netting them both a tremendous amount of press and buzz. Regardless of whether his personal life is legit or mostly for show, his commitment to self-promotion and staying current can’t be denied.
Cruel Summer
His most recent album, Cruel Summer, is a departure from his other work. It is at once more personal and more irreverent. With numerous references to Km K’s exes as well as deeper insights into his psyche, Cruel Summer is the next chapter in Kanye’s unfolding saga. The album also highlights and showcases people that have had a pivotal impact on him, including mogul and mentor Jay-Z, Big Sean and Grammy-winning songwriter Malik Yusef. According to the Huffington Post, 22 guest artists appear on the album, and rumor has it that Kanye flew each of them out to the recording studio in Hawaii where Cruel Summer was created.
* Heather Fisher is a self-employed writer who writes about social media, social gaming and sports betting. Her favorite movie is “Fight Club.” Her girlfriends don’t understand her.