Kanye West’s incessant drive to be the earliest adopter has resulted in glorious missteps such as shutter shades – a fashion trend that is now an instant signifier of douche baggery.
In the new filmclip for ‘Welcome To Heartbreak’ however, Kanye is beaten to the punch by Chairlift’s ‘Evident Utensil’ clip, making the Louis Vuitton Don a trend follower instead of a trend setter. Surely a cardinal sin in Kanye’s school of cool. The technique in question, which sounds like the geeky slamdance a Battles fan may partake in – is ‘datamoshing’ a process whereby the imagery becomes pixelated and eroded. As a result the Nabil Elderkin directed clip was released early as Kanye explains: This is not the next single, “Amazing” is the next single. This is the video we’ve been working on for the last month. We know there is another video out there using the same technique so we were forced to drop it now.
The song itself is slickly produced but the lyrics are awful. ‘He said his daughter got a brand new report card, and all I got was a brand new sports car’ sings †Ye like we’re meant to feel sorry for him. The internal struggle between family life and materialism he so desperately tries to evoke seem awfully insincere considering he blogs about million dollar cars everyday.
KANYE WEST “Welcome To Heartbreak” Directed by Nabil from nabil elderkin on Vimeo.
