It was dark in the warehouse-like location, with visuals projected on the walls, much like his global guerrilla roll-out of his lead singles, "New Slave" and "Black Skinhead." West told the audience, "I gotta new strategy, it's called 'no strategy.' And I gotta way to sell more music, it's called 'make better music.'"
"I feel like I know who I am," 'Ye continued.
All of the usual industry accoutrements — bottles, equipment, etc. — were wrapped in red tape so that no logos showed, except for that of his DONDA creative team on signs that announced this party was, "NOT FOR SALE. BRANDS MUST PAY."
"We didn't give a f--- about what nobody said from the outside looking in. We just wanted to make the best product possible and this is just the beginning of an entire new mentality about how to make music," he said before reflecting on his own "label. "… I wanna explain something about the title Yeezus; simply put, 'West' was my slave name and 'Yeezus' is my god name."
Yeezy also explained why he recently brought on Def Jam co-founder Rick Rubin as executive producer of the much-anticpated project.
"I remember Rick even saying, he said, 'When we did Def Jam, we really wasn't feeling like we was in competition with nobody because our s--- was so direct … so I had to go to the god Rick Rubin and play him my s---, ask him questions and allow him to take this project to an entirely new level. And he made a lot of great decisions at the end and pulled it to a new level."
'Ye also said that he doesn't care if the whole album leaks (he performed five new tracks at the Governor's Ball this weekend).
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(Photo: Shareif Ziyadat/FilmMagic)