Well, that’s one way to launch a new album. Kanye West is just an entity all his own: never one to go the traditional route, the multi-platinum rapper and musical guest for Saturday Night Live‘s finale wanted to stand-out and make a statement to promote his new single, “New Slaves.” And, well, he sure did just that on Friday night, projecting his face across 66 multi-storied buildings around the world. Because, you know! Why not, right? I mean, I just. This guy.
West announced the stunt via Twitter, and hundreds of fans gathered at each location to see just what the future father to baby Kimye had in store for us.
NEW SONG AND VISUAL FROM MY NEW ALBUM BEING PROJECTED TONIGHT ACROSS THE GLOBE ON 66 BUILDINGS, LOCATIONS @ KANYEWEST.COM
— KANYE WEST (@kanyewest) May 18, 2013
The video was projected at multiple times throughout the night on 66 buildings across several major worldwide cities, including New York, Toronto, Chicago, London, Paris, and Berlin. In certain instances — like in West’s hometown of Chicago — the rapper’s face made its way onto some pretty notable buildings: including Wrigley Field and New York’s 5th Avenue Prada store.
“New Slaves” is a dark and brooding tune, brimming with intense emotions about the state of society through West’s eyes. There’s also a moment where he demands more privacy for his future family with girlfriend/mother of his child, Kim Kardashian (because what else are you supposed to do with a building-sized image of your face utilized to stir up attention?), which is surely going to guarantee him a lifetime of just that. Uh huh. Yep, totally.
Check out the stunt below (language may be NSFW).