Kanye West has once again captured the spotlight with a surprise album release that breaks from the norm. The rapper’s latest project, Bully, was unveiled uniquely and unexpectedly, unlike anything fans have seen before. West unexpectedly released the album as a 45-minute short film on his social media platform X, surprising everyone with its unconventional release strategy.
A Surprising Unconventional Approach
On December 31, 2023, Kanye West took to X to share Bully with the world. Instead of the typical streaming platforms or formal album release events, West opted to present his new music through a short film. The 45-minute visual features his son, Saint West, in a wrestling ring, battling multiple opponents armed with a toy mallet. The full album plays as the film’s soundtrack, adding a layer of intrigue to the overall presentation.
This method is a continuation of West’s trend of releasing music in non-traditional formats. Previously, in 2022, he introduced Donda 2 exclusively via a Stem Player, a controversial device that cost hundreds of dollars, which limited access for many of his fans. This move was seen as a bold statement about artist control but left some listeners frustrated. However, with Bully, the rapper has once again decided to bypass mainstream channels, adding a film to accompany the music, further blurring the lines between music and visual art. 
Three Versions, One Link Works
As reported by The Hollywood Reporter, Kanye West shared links for three different versions of the album Bully. However, by the following morning, it was apparent that only one of those links was still functional. Fans who managed to access the links in time were able to dive into the 45-minute film, but it was unclear whether the other versions would be available in the future. This lack of clarity is another element of West’s unpredictable style, as his music releases often come with an air of mystery.
West’s decision to release his music in this non-traditional way follows his well-known pattern of experimenting with how his albums are presented. Bully is not just another album drop; it comes during a time when Kanye’s actions and statements have placed him under intense scrutiny. The album’s unconventional release could be seen as an attempt to regain some control over his image, or perhaps as a reflection of his desire to continue challenging the norms of the music industry.
Controversial Remarks and Backlash
The release of Bully comes at a time when Kanye West has been embroiled in controversy for his comments on social media. Over the past week, he has posted derogatory remarks about several former collaborators, including Tyler, the Creator and Kendrick Lamar. Additionally, he made offensive comments about other major artists like Jay-Z and Beyoncé, along with their families. These online outbursts have added fuel to the fire of public disapproval surrounding West, and they have also overshadowed his music.
West’s controversial behavior has reached beyond social media. Earlier in the year, during the Super Bowl, he used a commercial to promote his website. The only product available for purchase was a T-shirt featuring a swastika, sparking outrage among fans and the public alike. This move has been heavily criticized, not only for the provocative imagery but also for the seeming lack of understanding of the historical significance of such symbols.
The backlash from the music industry has been swift. Lyor Cohen, the former head of Def Jam and the current global head of music at YouTube, condemned West’s behavior in an open letter. Cohen expressed his disappointment and concern over West’s use of Nazi symbols and antisemitic rhetoric. “Your words and actions are not only offensive but triggering to all decent people who recognize the horrors of the Holocaust and the suffering of millions,” Cohen wrote. This letter highlights how West’s actions are causing lasting damage to his reputation, not just among fans but also within the professional music industry as well.
West’s Defiant Stance
Despite the public outcry and condemnation, Kanye West remains defiant. His actions and his approach to releasing music continue to make headlines, with each new release offering an opportunity to push boundaries and challenge the status quo. The release of Bully through a short film rather than a traditional album drop is another example of how West has crafted his identity as an artist who defies convention.
Whether Bully will be remembered for its groundbreaking approach or overshadowed by West’s recent controversies remains to be seen. However, one thing is clear: Kanye West’s journey in the music industry will continue to be marked by unpredictability and defiance, as he constantly pushes the limits of how music is consumed and presented to the world.
