Kanye West‘s largely antagonistic approach to getting the word out about his incredible new album, Yeezus, took a weird turn over the last few days. After largely ignoring the American media since his album’s June release, he appeared on the debut episode of inflammatory author Bret Easton Ellis’ new podcast on Monday and used the opportunity to espouse his guiding principle of being (and we quote) “super dedicated to awesomeness, and making things better.” Those are qualities the world could definitely use more of, which is why we were totally thrown off guard when we saw the video for “Bound2,” which is neither awesome nor something anyone would describe as “making things better.”
Kanye’s relationship with the media has taken a pugilistic turn ever since he starting running with Kim Kardashian, and has grown especially volatile since his daughter North West was born. That said, Kanye is smart enough to know how to get his bread buttered, which is why he decided to premiere his new video for “Bound2″ on a program like Ellen. He clearly understood that The Internet would talk about his next video regardless of when and where it dropped because The Internet LOVES to dissect Kanye West, but he made the calculated decision to expose the video for his new “love” song to the millions of housewives who watch the Ellen program, a good chunk of whom we’re guessing couldn’t identify a Kanye song from a Jay Z song if they were put on the spot. Even as huge as Kanye West is, there’s a whole section of society who only knows ‘Ye not for his music but as the bad guy who crushed poor Taylor Swift‘s dreams and impregnated Kim Kardashian while she was still technically married to Kris Humphries. Premiering a new track on Ellen, a show known in industry circles as being the best television platform at driving sales of music, could go a long ways towards giving the commercially disappointing Yeezus a much needed sales boost.
While we won’t know if that strategy paid off until next week’s sales figures come rolling in, we do know that “Bound2″ is currently sitting at #78 on the iTunes Singles chart, a few spots below Lorde’s cover of a Tears For Fear song and Justin Timberlake’s floptacular single “TKO.” So, even with a big national TV push yesterday, early results do not look promising.