by By Bella Kleiner
In case you missed it, the eagerly awaited album ‘Vultures 1’ featuring Kanye West and Ty Dolla Sign, was just released on February 10th, causing drama within the music industry. The album, which was independently released under Kanye West’s YZY label, features a wide array of artists, including the late Nipsey Hussle, Travis Scott, YG, and Playboi Carti. This album is not just the first; ‘Vultures 2’ and ‘Vultures 3’ are to follow in March and April of 2024.
How Was ‘Vulture 1′ Promoted?
Coincidently enough, along with the hecticness, “Vultures 1” falls on the twentieth anniversary of his groundbreaking debut album, “The College Dropout.” However, the promotion of the album ‘Vultures’ was not always a success. Filled with setbacks and frequent changes to the tracklist and songs. Throughout late 2023, the album’s listening events—which included a concert in Reggio Emilia and a listening event—were postponed and canceled under the temporary title “¥$.” But a lot of these cancellations were brought on by the fact that corporate America dropped West in 2022 as a result of his antisemitic remarks and social media posts. West collapsed as a result of this since Yeezy’s partnerships were severed right away, from brands like Gap, Foot Locker, and was also investigated by Adidas, all in 2022. He was losing his reputation but still managed to remain successful. Accusations of unauthorized sampling, particularly featuring Donna Summer’s ‘I Feel Love,’ have triggered a wave of backlash. Even though, after listening parties samples were pulled. Artists are upset to be now affiliated with Kanye West and his antics. Immediately following his New York City listening event, on February 9th, Ozzy Osborne was filled with rage as he denied permission for West to use a sample from “Iron Man” however it was still featured.
How Successful Was the Promotion of ‘Vultures 1’?
In order to keep his fans interested and build anticipation, West used social media to promote his new album with Ty Dolla Sign. He did this by posting teasers, behind-the-scenes looks at the recording process, and frequent updates. An element of surprise and intimacy was added to the promotional efforts by the artist’s unconventional approach, which also included private previews at a restaurant in Florida. Highlighted songs like “Everybody” and “Talking / Once Again,” paired with visually attractive music videos, not only demonstrated the direction of the music but also improved the narrative that West and Ty Dolla Sign created. Promotional events like “Vultures Rave” and unexpected guest artist appearances added to the album’s exclusivity and buzz. ‘Vultures 1’ held people’s interest despite the controversy, demonstrating West’s ability to create promotional content that connects with listeners and has a long-lasting effect on the music industry.
Hi Bella, your article really helped me shed light on the Kanye West’s situation which I was not fully versed in before. I think that his words and actions really hurt him as an entertainer and public figure and although losing many fans and people’s goodwill, I am surprised to see his success as as celebrity has kept him afloat. The backlash he received was surprisingly very light as his shoe brand and music continues to sell. Rebuilding a brand after something like that in 2022 is no less than a miracle. His campaigning and apology afterwards was met with online discussion and has since been meme’d after referencing Jonah Hill’s performance in 21 Jump Street as his “re-awakening.” It must have been the lightheartedness of his response and how he made a joke of the situation that shifted the attitudes of those not directly affected by his actions and saved face to my surprise.
Hey Bella! Thanks for the insightful post on the release of ‘Vultures 1’! It’s interesting to see how Kanye West managed to navigate through all the chaos surrounding the album’s promotion. Despite the setbacks and controversies, it seems like the anticipation and buzz around the album remained strong, which speaks volumes about West’s ability to connect with his audience. Looking forward to seeing how the rest of the ‘Vultures’ series unfolds!
Hi Bella!
There is always a big discussion about separating the art from the artist. Kanye is extremely controversial but he has been in the game for a long time and made a name for himself in terms of his artistry. I agree the promotion was not great but I did listen to the album myself and liked some of the songs. With the help of social media, I did see his song “CARNIVAL” blow up on a lot of platforms.
Hi Bella! Your post caught my attention because my boyfriend has been anticipating this album’s drop for weeks. With Kanye’s controversial persona, I too was interested in how the album would do and what the critics would say. I really like your analysis on promotion, I didn’t know it was the 20th anniversary of College Dropout. It’s really interesting to follow Kanye’s success with his music, as it differentiates from his media coverage, which you touch on with his partnership deals. I really enjoyed your piece!