The KanYe Epidemic: When do we say, “When”?
Kanye West has done a lot of “interesting” stuff in the past couple of years. To refresh your memory, let’s dig up some old dirt, going as far back to September of 2005, after Hurricane Katrina hit New Orleans. Mr. West, as well as comedian Mike Myers, thought it would be nice to show their faces upon America and speak of their deepest sorrows towards the people of New Orleans for such a horrible tragedy; however, things got ugly when Mr. West decided to “stray away” from the prepared script, courtesy of NBC, and speak his mind. I’m sure you’ve all heard his stunning comment, “George Bush doesn’t care about black people.” Phenomenal, right? Hell, I wish I could have said it myself. Oh, it doesn’t stop there, either. No, no, I have more! One would think that after saying a ridiculous statement such as that, on live television nonetheless, they would try to lick their wounds and make up for their foolishness. Apparently not the almighty Kanye West.
In January of 2006, Mr. West appeared on the cover of Rolling Stone, portraying himself as Jesus Christ. Yes, to some… their Lord and savior. I might be agnostic, but I think I can speak for most Christians or Catholics when I disagree with his “testaments.” But, wait a second. Let’s stand back 
for a moment. What can be more pretentious and self righteous than this? Resembling yourself as Jesus Christ and then saying, “[I'm] definitely in the history books already.” Come on, that’s a bit over the top… even for me.
Now here’s the one I always look back on and admire. In the same year, this time in November, the MTV European Music Awards was upon us yet again. One can imagine, already, the nonsensical chaos from Mr. West, Mr. West, right? So, here’s what happened. The video for “Touch the Sky” was up for Best Video; however, so was Justice’s and Simian’s for “We are Friends.” Justice and Simian had an interesting video but “Touch the Sky” topped it without a doubt. I’m saying this wholeheartedly. Believe me, as much as I’m digressing, I am a fan of Kanye West, just not his personal life. As a fan and “self proclaimed critic”, I thought West had it for sure, but apparently that’s not how MTV felt. The award went to Justice and Simian leading West to, in finest terms, lose his shit by rushing the stage and giving the audience, as well as Justice and Samian, a little piece of his mind. The result? He looked like a twelve year old having a temper tantrum.
So why am I saying all this? What does this mean? Yes, we all know Kanye West is arrogant, egotistical, and completely ridiculous at times (just read the news in the past two months). So why am I throwing this all in your face? What’s the point? Well, it’s because I’m about to show and vent something that many of you probably have already seen, whether it be from your own television or poster on the street. Whether you care or not (you’re still reading, apparently), I’m going to throw some words out there. Maybe you have the same views about it, maybe not. Nonetheless, I have to get this out because I believe that this is where Kanye West has reached lows far surpassing any of which I could possibly imagine. Of course I’m talking about Absolute Vodka’s new ad campaign featuring the “graduate himself”, Kanye West.
The slogan alone did it for me: “Be Kanye.” This is a knife in the side, personally. I have every album he has ever made, I always keep up with either his blog or tour information (even his Bonnaroo incident, which again was another ridiculous move on his part), so when I tell you how supercilious Kanye West is, don’t mistake me for “badmouthing” him. These commercials are not only the most egotistical expressions of Kanye West himself but they have nothing to do with Absolut Vodka in its own.
Where’s the famous drink you see at every bar or at every party? It’s lost in any part of this commercial besides the end? Not that the product is always the star (it’s not), but one has to wonder if this is just more shameless, self aggrandizing from the world’s biggest rapper. It doesn’t stop there, either. There are a few of these ads. The 
infomercial is cheesy and gritty, too. A part of me almost expects a snuff film to appear on screen, and the club commercial just shocks me at how much a man could love himself. In the end, this has to be the worst marketing campaign I have ever seen, especially since its coming from Absolut Vodka, a company that has been around since 1879.
In the end, here’s a star that has the world at his fingertips. He can do whatever he wants, but instead, he chooses to belittle everyone else except himself. Why not use his public image for good? (Not that he doesn’t, just read about this, but nothing to the extent he could and should.) That’s what made him famous to begin with, just take a listen. You can hear the truth and hope in his 2004 debut album, The College Dropout. This is shortly before he was convinced he was the most important person in the world. Sadly, much like any ruler in history, this power will be his downfall. In fact, these ads mirror his current demeanor: spoiled and bored. It’s as if he’s at a wall now, where there’s nowhere to go but down. He’s always been our spectacle to watch and stare in awe at, but let’s be honest to ourselves…
A car accident’s only interesting to watch for so long.
Check Out:
“In An Absolut World”
Kanye West Infomercial
The first time I heard the name Kanye West was in 2002, when I listened to Scarface’s album “The Fix” and in the song “Guess Who’s Back” Jay-Z, in the opening, shouted out his long-time, underappreciated producer by yelling “Kanye West on the track! Chi-Town what’s going on”. I was intrigued, and liked the beat. Pretty catchy, and similar to the now-signature sped-up samples he used to get famous, but not exactly. Then I forgot about him until about a year later, I was floored that this no-name producer had suddenly decided he was going to rap. I didn’t like him, and then when I saw what he was doing to hip-hop, I REALLY didn’t like him.
I lay the blame of the commercialization, over-proliferation, watering-down, and ultimate demise of underground hip-hop at the feet of Kanye West. As a tool of the RIAA this guy brought up guys like Dilated Peoples, Twista, Mos Def, Talib Kweli, Lupe Fiasco, Pharaoh Monch and others that until Mr. West’s meteoric rise to the top of the music world, had been largely ignored.
But these guys all were grabbed by Kanye to give him some indie cred initially, and once they had all served their purpose, he dropped them like hot potatoes, either letting them slide back into obscurity (Twista, Dilated Peoples) or leaving the artist with no choice but to sell out (Mos, Talib, Lupe).
The only one who seems to be immune to all this is Common, and frankly he’s been doing this since Kanye was in diapers.
PS - this is all just my opinion, so take it with a grain of salt. Excellent article though, it helps someone who hasn’t paid attention to this guy past his Katrina antics.
You do realize that the “Be Kanye” thing is a joke, right? You are supposed to laugh about it.
Also, I don’t see how Kanye’s comments in the wake of Katrina were so outrageous. He used his public forum to voice the thoughts that were on the minds of MILLIONS of Americans who did not have the means to vent their anger and frustration to the world. Why do people continue to criticize Kanye for this? Because he departed from the generic script the network deemed safe and appropriate? What Kanye said on national television took balls and it opened the door for a very important racial dialogue. So maybe Kanye is just a dumb celebrity who was spouting off about something that he knew nothing about…but I didn’t hear anyone else at the time saying those things so I say kudos to him.
What Kanye said on national television took balls and it opened the door for a very important racial dialogue.>>
And what would that be? Racial separation? I find it a stupid thing for him to say. It was a generalization and a wrong generalization. If he really wanted to say something, it should have been a well thought out statement.
As far as the “Be Kanye” thing. Joke or not, it seems to go along with everything he’s done in the past anyhow. Don’t see how it’s so much a joke as it is a blatant exploitation of his own ego.
I mean, this is a guy who wears bags over new shoes.
So tell me Michael…how far would Mr. West have gotten into a “well thought out statement” before NBC would have pulled the plug? What Kanye said was spur of the moment, off the cuff. He talks in detail about it on “When the Levees Broke.”
Kanye’s statement created racial separation? You mean it was Kanye who completely shattered all that racial unity we had before he said that? The whole reason he said what he said is because black people in New Orleans were getting the shaft from a system that doesn’t care about them…which is precisely what he said.
I’m not going to argue with you over the “Be Kanye” ads because if you don’t see it as an obvious joke that is meant to make you laugh than their is nothing I can say to convince you otherwise.
I said he opened the dialogue on it, didn’t cause it. You’re misreading. I feel his statement was rather ignorant. If you check your history you’ll see the Bush administration actually sent funds to Louisiana to fix the levees. If anything, the media was the “racist”. Now that’s not saying I support Bush (as a self respected social democrat, I don’t), it’s saying I disagree with Kanye. And by the way, if you watch the video, NBC didn’t really pull the plug at all. He managed to say a lot… but it’s a jumbled mess. He was proclaimed a “hero” for saying the “truth” and from this day on, I’ll say, “What truth?”
And you’re right, you probably won’t convince me. I find his image to be somewhat dangerous, much in the same way Michael Jordan’s “about me” mentality was for basketball.
But whatever, I’ll still listen to his music and play “Flashing Lights” repeatedly.
I think the Be Kanye thing is hilarious. Don’t take it personal, it’s a joke. Like the Justice temper tantrum. He might have an awkward sense of humour and maybe plays his publicity stunts a little too close to home, but you are taking him a little too serious here. If anything, I think he is just an attention whore. What a shock.
Also, Zarik, I would hardly say Kanye was a no name producer in 2002. He produced like half of what was on the radio in 2001.
Mos Def was shooting Brown Sugar way before College Dropout hit the shelves. I dont see how Kanye left him or Talib or Lupe with no choices about anything really. They are still in control of themselves, last I checked. And all those underground people you talk about peaked way before Kanye got “ahold” of them. If they are off their game, blame them.
Kanye is the best producer in the mainstream right now. And for the size of his ego, Kanye has always been self deprecating and self aware. As long as his music stays first rate, he will stay claiming that it is. When it stops, then it stops. He is not the first artist to turn out to be an asshole. I have never tried to hang out with the guy. I just want hot beats. And he keeps giving them to me.
ZatzBatz lettin’ knowledge be born…
I just want hot beats. And he keeps giving them to me.>>
Which is, admittedly, why I can’t really argue too much about him. Though honestly, most people I talk to, especially around Chicago, are actually tired of his public image.
Like I tell them, I try to ignore who he is, and focus on what he makes. Some of it is just addicting, one of the reasons why I have “Flashing Lights” as my ringtone.
Yes, I just publicly admitted that.
First of all. Bush doesn’t care about black people. So there’s that. Ok, Bush doesn’t care about anybody really, so fuck him right. Ok good, we all agree. Then to Kanye. This is not a fricking Absolute Ad. Nothing I’ve ever seen them do before would suggest this is an Absolute Ad, so that seems to suggest this is someone else’s idea, a-hem! (kanye)??????? Although Kanye’s ego can fill a room faster than my wank fills a honey hole, he did come from obscurity in the industry making huge stars with his beats outta guys like Jay-z and pretty much all of Rockfella when they were blowing up. Kanye came out and kicked ass, his head grew, same old story. His stuff is still good, and it’s not like you have to endure him personally, so who cares. Listen to him or don’t. His stuff is pretty good for Rap, R&B, Hip Hop or however you wish to classify it. I don’t think he really used the Underground either. I think he brought the underground acts like Twista, Talib, Mos, Lupe etc…. He got them recognized man. Twista couldn’t have done it alone without Kanye, and he’s chillin’ like a villian now. Lupe is too, and he’s still a lyricist. You can’t bag on Kanye for everything. Perception is different for everyone.
You can’t bag on Kanye for everything.>>>
Apparently we can. Critics and fans do 24/7. Agreeing is something we can’t do.
Perception is different for everyone.
True. Check out this post: http://consequenceofsound.net/kanye-fest-blow-in-the-dark/
Johnny, I like the guy’s music. My brother loves his music. Hell, I got him Graduation for Christmas, but what he’s wondering is how long will his fans tolerate his “antics.”
Bottom line…
Kanye would not receive anywhere near this much shit if he were not such a successful crossover artist…in fact, he is probably THE most successful crossover artist in history. I cannot think of any other rapper with a bigger core group of fans who don’t listen to any other rapper. So when Kanye does these horrible, horrible things like talk about himself, people who don’t listen to rap don’t get it.
Newsflash…Kanye West did not invent egotistical hip hop. His ego may be over the top, even by rap standards, but ego is a HUGE part of hip hop and to expect Kanye not to have one is a result of a unfamiliarity with rap.
I agree, Mike. That’s one thing I noticed at the Glow in the Dark Tour show. When Lupe held his gold record during a song, it was mind boggling to me. I mean, in any other genre he’d be lambasted for it.
I see your point, but at the same time, I’ll suggest Kanye does take this egotism to a new level (then again, I guess that’s the challenge in hip-hop). It could be worse, he could be bragging about how many thugs he laid down like 2Pac or Biggie.
So in a sense, things have improved. We’re just gonna have a lot of followers in debt one day. Haha.
As Mr. Mike said, Ego is part of the game. You gotta act like the top dog in that game in order to actually be the top dog. I don’t bag on Kanye. I could care less how big of a douchebag he is. Here are things that he isn’t doing.
1. Selling drugs and rapping about how great it was.
2. Bitches and Hoes
3. Bling bling bullshit. (well maybe a little)
My point is, I don’t have to like Kanye to like the music he produces. As long as he’s not kicking babies and slaughtering baby rabbits, he can do whatever the hell he wants. Aparently he has enough money and with money comes power and privelidge. If you don’t like it, I think the new Communist party is reforming again in Russia, now might be a good time to inquire. Kanye was corrupted by his fame. Name for me 5 bands that haven’t been. I know you know that Billy Corgan is a faggot. So there ya have it. How long you going to put up with his faggoty shit? Still no Chicago? But will you still see them when the dickface finally makes his grand homecoming? I bet you do. I bet I do, and I bet I hate myself for it later that night, but nevertheless, I’ll be playing Gish and Siamese over and over again in my head for weeks afterwards.
Michael, another common thing you see at a rap show is an artist wearing his group’s t-shirt. Hell, Fat Lip from the Pharcyde was actually wearing a Fat Lip t-shirt at Rock the Bells the other day. If I saw a rock band, at least a band that took itself seriously, doing this, I would probably write them off immediately. But hip hop is a different animal. You can’t hold rappers to rock musician standards. One is not better or worse than the other…there are just elements of the music and the show and the game that are incomparable.
And I agree…Kanye often goes a little too far. But I think part of the problem is that now he has been typecast as egotistical, even when something he does is not a big deal people turn it into one (”Be Kanye” ad…to me this is as much Kanye making a joke at his own expense than anything…seriously, Phillip, nothing against your article but I think you missed the point completely on that.)
And on the other hand you have people like me who get so used to constantly having to defend him to rock’n roll fans that we occasionally end up getting defensive about situations where Kanye probably should bear a little more blame (Bonnaroo.)
I’m not even going to touch the 2pac-Biggie comment here because that will open a whole new can of worms.
Here, Roff.
Happy?
http://www.pitchforkmedia.com/article/news/142442-kanye-helps-iraq-war-veterans-in-mtv-documentary
Ugh, we put that in the article, if you read it.
I’m not even going to touch the 2pac-Biggie comment here because that will open a whole new can of worms. ;)>>>
Haha. Yeah, I don’t think I have the energy for that argument, either.
Zarik’s comment was absolute nonsense. You lay the “demise” of underground rap on kanye? Er, I think you’ll find underground rap is bigger now than it ever was before - Atmosphere made #5 on the US billboard for starters and thanks to the internet, access to the underground scene and it’s artists is a hell of a lot easier than it was even like 8 years ago. You say you don’t like kanye and then you go on to blame him for artists not selling well since he stopped working with them? Give me a break. Kanye was on Talib’s last album and it still didn’t sell well, maybe you should look towards other places to blame for that than Kanye.