Kanye has been a busy guy recently. He’s launched his own line of female fashion, he’s been out in Qatar filming a new long form video with Kid Cudi, and now this.
Back in November 2010 Kanye released his latest album, My Beautiful Dark Twisted Fantasy. Partnered with the iconic Runaway video, the release caught the industry off guard and disrupted the world of hip-hop. Whilst Kanye was known for taking his music in strange directions, this was (once again) in a completely different direction to where the rest of hip-hop was heading.
One of the stand out tracks was Lost In The World, a collaboration with Justin Vernon (Bon Iver), as well as Gil Scott Heron coming in towards its culmination. It served as the album’s penultimate track, and the conclusion to the story of Griffin in the Runaway video. It was the emotional crescendo of an incredibly emotional album, and one which featured the first 8 bars that Kanye ever wrote:
You’re my devil,you’re my angel
You’re my heaven, you’re my hell,
You’re my now, you’re my forever,
You’re my freedom, you’re my jail,
You’re my lies, you’re my truth,
You’re my war, you’re my truce
You’re my questions, you’re my proof
You’re my stress, you’re my masseuse
The song was recorded in Hawaii in Kanye’s retreat, and features tribal drums along with a sample of Bon Iver’s “Woods”. It has now been granted a video, directed by London fashion filmmaker, Ruth Hogben. Having previously collaborated with Alexander McQueen, Lady GaGa, Gareth Pugh and more, she’s more than qualified for the task, and the short film follows a consistent and established style that Kanye West has been operating in. The introduction text seems very familiar after the All Of The Lights video, and the refined conceptual feel Kanye strives for in his previous work has been retained. This feels very much in line with the same foundations established by the Runaway video last year.
What do you think of the video? Does it fit with Runaway, and has Ruth Hogben complemented Kanye’s style? Let us know your thoughts in the comments.