If there’s one thing Kanye West understands, it’s how to create an all out media blitz.
The brilliant but troubled star, coming off the release of his critically-acclaimed new album My Beautiful Dark Twisted Fantasy, is set to complete his redemption tour by performing in the Macy’s Thanksgiving Day Parade Thursday, reports MTV.
West plans to do a rendition of “Lost in the World,” a track from the new album that features contributions from indie rock band Bon Iver. He will also travel along the parade route on the float of the New York Daily News.
In an interview with MTV, West says that “Lost in the World” is “the last song on the album and emotionally it just fit the crescendo of everything that I was saying and what I wanted to say to this girl.” He also said it contains the “favorite eight bars that I’ve ever written in my life.”
The rapper began his comeback in the late summer, bombarding fans through every distribution platform available. He tantalized fans with leaks of new tunes on “Good Fridays,” followed up with a capella concerts at the headquarters of Facebook, started a highly entertaining Twitter account, sat for a slew of interviews - including a now already infamous chat with Matt Lauer on the “Today” show - and dropped a 30-minute short film for his song “Runaway.”
All of that work seems to be paying off, as the album's reception has been nothing less than excellent. Rolling Stone gave it 5 stars and indie music website Pitchfork gave it a 10, the top grade each publication bestows during reviews.