Kanye West Masters Timing, ‘American Psycho’ References
Kanye West’s PR team must be high-fiving each other in the office this Monday morning. Not only has a slightly premature Yeezus leak days before West’s grandiosely-named, hard-edged sixth album drops gotten everyone talking about it even more than they already were (and the consensus seems to be pretty favorable, with West generating praise for taking some artistic and content risks), but he and Kim Kardashian welcomed their daughter over the weekend. That kind of publicity one-two punch is the stuff of which Hollywood dreams. And whether the timing was deliberate or not, Kanye and Kim are definitely having a very good week.
Jay-Z, on the other hand, chose today to announce an upcoming studio effort. Now, this doesn’t seem like great timing for him, in the middle of the Yeezus hype firestorm. If you were Jay-Z, wouldn’t you wait a week to make that announcement to when the attention has slightly dissipated from the new album and baby of the living rapper with whom you are most closely associated? Ah, well.
Also surfacing over the weekend at the Yeezus wall-projection viewing and listening parties was a brew promo video for the album, featuring West’s new pals, Kim Kardashian’s brother-in-law Scott Disick and longtime friend Jonathan Cheban. The short clip directly borrows from the notorious “Do you like Huey Lewis & The News?” scene from American Psycho, putting Disick in the role of Patrick Bateman and Cheban as Paul Allen, and with West inspiring the sinister monologue instead of Huey Lewis. Although much is the same, the ponderous “New Slaves” gives the clip a different sort of feeling than “It’s Hip to Be A Square” would have. Watch the American Psycho promos, from the various viewing-party projection screenings in L.A. and D.C., below.