Well, let’s qualify that statement. Kanye and his producers/managers/record execs are brilliant. Kanye’s latest album, 808′s & Heartbreak, is a COMPLETE departure from his previous records. And when I say complete, I may be under-emphasizing the fact that moving from rapper-who-samples-from-everything to pop-singer-with-pitch-correction-effects-and-original-compositions is an incredibly drastic change.
Kanye has sold millions of albums; in fact, he’s sold millions of each of his albums. The College Dropout, Late Registration, and Graduation were stellar – 10 Grammys from 24 nominations, numerous other awards, and triple platinum certifications all around. However, these records were a trilogy. They had an overarching theme around education, and were all very similar in nature of style, technique, and musicality (some might argue for a lack thereof). They were awesome, sampled, explicit language-ridden rap albums through and through.
808′s & Heartbreak takes a different approach. It’s left the education motif, the rap, and the sampling techniques in the trash. iTunes, amazon.com MP3, and others classify it as a hip-hop or rap album; it is most definitely NOT. If anything, this is one of the better pop albums i’ve picked up in awhile. But this is not without quite a bit of controversy. MTV has a blog article titled “Kanye West Inspires the Question: Should Rappers Sing?.” When I tweeted that the album is great, quite a few of my followers disagreed whole-heartedly. So is this approach good? Is releasing a pop album with all singing, little if any “rapping,” no cursing, and no sampling a good thing for Kanye West?
Hells yeah.
This is why Kanye, his producers, his managers, and others on his team are brilliant. They just opened up a completely new segment – think of how many 8-14 year olds have parents that won’t let them buy explicit albums. Think about how many adults that enjoy popular music detest rap. Or young people in the same category. Kanye has proven he’s diverse in his musical ability, and it’s only going to help him out from a business perspective. Not only is 808′s going to sell like crazy, but his back-catalog is going to be reinvigorated from people who are just discovering Kanye is truly a popular artist.
I smell a (few) Grammy(s).
