#014 The Art of Marketing, by Kanye West?

This article wants to first express how brilliant I think Kanye West is (in music) — a true genius ahead of his generation, but I also understand we can't turn our backs on all the weird upside-down stuff he does on a daily basis. But what is truly craziness and what is brilliance here?

Kanye West is no stranger to controversy and polemic. From interrupting Taylor Swift's acceptance speech at the MTV Video Music Awards to claiming he's running for president of the United States, the rapper-turned-fashion-designer is known for making headlines. But it's not just his antics that have garnered attention - it's the way he markets his music and art that has put him in a league of his own.

One of Kanye's greatest marketing skills is his ability to shock and surprise his audience. His album releases are often shrouded in mystery, with only cryptic hints about what's to come. And when the album does drop, it's often unlike anything the public has ever heard before. This approach keeps people talking and generates a level of buzz that traditional marketing tactics just can't match.

Ye disappeared from the public eye for months after the Taylor Swift incident, leaving everyone wondering what had happened to him. Then, out of nowhere, he released My Dark Twisted Fantasy, one of the finest albums in hip-hop history.

Following his return to fame and public acclaim, Kanye resumed making erratic remarks that sparked controversy, and then, another bang! A wild record release that stands apart from anything else his genre has ever produced: Yeezus. This album was, in West's own words, a conscious effort to displease everyone, and it was a success regardless. For me all this is just a masterclass on marketing (and music production, of course).

Another key aspect of Kanye's marketing strategy is his willingness to be misunderstood. He has always been known for his unconventional ideas and bold statements, and he's not afraid to push boundaries and challenge the status quo. This approach not only sets him apart from his peers, but also creates a sense of intrigue and mystique around him and his work.

Kanye's approach to marketing has proven to be extremely effective, because he polarises, he makes you choose, he is a living bold statement. His albums consistently break records and receive critical acclaim, and his fashion line has become one of the most sought-after in the industry.

He has mastered the art of creating buzz and staying in the public eye, and his success serves as a testament to the power of creativity and the importance of breaking the mold. In an interview I once watched with Steth Godin, he made the following vague claims (I might have to paraphrase here, I can't remeber exactly the words): "We must take a position in our present marketing environment! Warmth alone has no place; we must go hot, WOW, shock, and attract attention!"

Kanye West may be a polarizing figure, but there's no denying the impact he's had on the music and fashion industries. He serves as a prime example of the power of creative marketing and the importance of taking risks and pushing boundaries. Whether you love him or hate him, there's no denying that Kanye is a music and marketing force to be reckoned with.

PS. If you enjoy Kanye West's music and want to learn more about what goes on inside his wild, complicated mind, this podcast series takes you on an incredible journey with Ye as he creates My Dark, Twisted Fantasy song by song. It is fascinating, and you just can't stop listening: