At this point, it doesn’t matter. Whatever Kanye touches will be consumed. I’m not here to talk about a supposed mental illness or the tragic death of his mother. What I’m here to talk about is my issues with his newest release featuring Gucci Gang’s finest Lil Pump titled I Love It.
The problem with I Love It isn’t the horrible lyricism which I would expect from any song featuring Lil Pump. In fact, the song itself may not have substance but I will absolutely admit that it’s catchy. The music video is well done, courtesy of what little genius Kanye West has left. My issue is with the costumes. I’m a huge Youtube fanatic. I’m on the site most of the time. Recently there has been a disgusting trend where channels have been gaining massive success by targeting the most vulnerable demographic; Kids. Instead of making content that is actually entertaining or age appropriate, YouTubers have been creating overly saturated easy to consume content directed at children in order to beat the algorithm and gain more views. Catchy songs and repetitive activities have become bait for children who click on the videos on their parent’s iPad and can’t click away, not because they like the video but because their attention span hasn’t developed yet. For more information on this horrifying trend check out James Bridle’s Ted talk about the nightmare videos of Children’s youtube.
But what does this have to do with Kanye West? Well, the reason I’m not going in depth on a theorized reason behind why I think Kanye West has fallen from grace is that I think he is fully aware of what he’s doing. Sure he may have developed an ego so large that it’s crushing his brain and decision making skills but I firmly believe that he is still a businessman, playing his audience in order to rake in the dividends. Lil Pump isn’t a good rapper but he is trending right now. Roblox isn’t a game that’s played by anyone old enough to understand a single lyric in this song but it’s trending right now. Instead of worrying about content, Kanye West has been reduced to a money hungry narcissist only concerned with grabbing hold of trends and clinging to them for dear life in order to stay relevant. All I can do in response, Like J.Cole, is to cling to his old shit knowing he won’t top it. Not because he can’t but because he has chosen not to.