Kanye surprised me by dropping a promotional video for Cruel Summer. The man who is notorious for not doing press and who has been absent for the majority of the Cruel Summer promotion takes time to talk about the creative approach towards making music and Cruel Summer. He speaks on a variety of things such as being underwhelmed and bored by music, how some of his G.O.O.D. Music artists had dreams come true with the collaborations on the compilation album and how the cover of the album made him consider if the music was sonically correlating with the look of the album. After listening to the album, I think he’s a bit cheeky for this video but you know, he’s entitled to feel this way about his music and music in general.
Cruel Summer is now out at all digital and physical outlets!