VEVO, step back. Because Kanye West is setting the bar.
Two weeks after the draft release, here comes Kanye West with an interesting take on his latest track, 'Black Skinhead'. You could argue that West's customs are quite controversial. But, as a result, it could be seen a breakthrough for music videos today. Released on kanyewest.com, the video creates a new interactive experience for viewers. With the slider on the side, viewers can slow the song down, allowing the dissection of every layer of the track. You can also click the Instagram icon to automatically take and save a screenshot of your desired frame. This will certainly be a boost in his social media presence.
Whether the song or even the video is actually interesting to the mass will be a matter of opinion. But it’s without a doubt that West has constructed such an aesthetic for himself that’s left him to become quite the trendsetter. We’ll have to see what other artists come up with.