Four months after his split with Keeping Up with The Kardashians star Kim Kardashian, rapper Kanye West has announced his newest album will be dropping at the end of the week. The long-anticipated Donda, named after the rapper’s late mother, is West’s tenth album. His previous projects, including the boldly experimental Yeezus and Christian contemporary Jesus Is King, were released to widespread critical acclaim.
Rumors of the album's impending release began circulating online after whispers of a secret Las Vegas listening party, which reportedly took place on July 18. Now, the 44-year-old Sunday Service leader has officially confirmed the July 23 drop date in a Beats by Dre ad spot, also announcing a Listening Event hosted on the Apple Music platform. The striking video includes a sample of West’s new song “No Child Left Behind” and features formidable track star, Sha’Carri Richardson, 21, who was recently disqualified from the 2021 Tokyo Olympic games after testing positive for THC.
As the track drifts in, Richardson is circled by the camera in slow-motion, crouching in preparation for a 100-meter dash. The runner is seen bowing her head, wearing Beats Studio Buds, before raising her hands in prayer as West croons, “He’s done miracles on me” over a harmonious arrangement of synths. An ad card reading “Live your truth” flashes as Richardson launches into a sprint.
The commercial spot aired during Game 6 of the NBA finals. The rapper also confirmed the news on his generally dormant Instagram account, posting a series of photos with his face obscured by a black mask. Also pictured in the images are gold chains bearing the names of the four children West shares with ex-wife Kardashian, North, Saint, Chicago, and Psalm. The ad bolsters Richardson, whose suspension drew widespread ire. The spot is the latest in a string of acts of public support for the native Texan, who also received an outpouring of encouragement from other athletes and celebrities, including soccer player Sydney Leroux, WNBA star Sue Bird and actor Seth Rogen.
If the frenzy online is any indication, the release of Donda is likely to be a hot topic of conversation over the weekend after the album listening party this Thursday. In more ways than one, West seems ready to distance himself from his Keeping Up with The Kardashians days. At the sunset of the Kimye era, fans are eager to see what the two megastars will do next.
Source: YouTube, Kanye West