Kanye West “Coldest Winter” (2008)
Album: 808s & Heartbreak
Label: Roc-A-Fella/Def Jam
No I.D.: “I was sitting at home in Atlanta—and I’m not saying 808s & Heartbreakswas my idea—but I was practicing a branding experiment. So I grew out my beard and started wearing old sunglasses all the time and I grew my hair out. Kanye would be like ‘Yo, what are you doing?’ and I’d say ‘Cocaine 80s.’ This is where the group Cocaine 80s derived from—it was a lifestyle.
I grew out my beard and started wearing old sunglasses all the time and I grew my hair out. Kanye would be like ‘Yo, what are you doing?’ and I’d say ‘Cocaine 80s.’
“I’d sit around listen to all of these 80s records, and one day I came across Tears For Fears ‘Memories Fade’ and I immediately knew ‘That’s it. Right here.’ So I played him the whole section, and Ye said ‘I would just change one word.’ I had no idea he’d keep it as is. I knew it was something as soon as I heard the song. I knew it was special.
“Cocaine 80s was my concept, but Kanye dove deep into it himself. It wasn’t ‘Hey, I want to take this style,’ it was more ‘Can I make this work?’ It definitely had its moment though. People started growing beards and making a certain type of music during that era. And the group [Cocaine 80s] is still around now, and I have a lot planned for it.”