At Milk Studios in New York's Meatpacking District earlier this week, Kanye West said it himself—his new strategy is called no strategy, and he's found a way to sell more music, and that's called making better music.
What's better music? Music that's not catered to radio play. He said himself at Govenors Ball on Sunday night: "But honestly, at this point, when I listen to radio, that ain't what I wanna be no more."
It's the first recognizable concept after a quick listen of Yeezus track by track. If TNGHT beats aren't played on the radio now, a Kanye verse may expose them to the nation—but the "R U Ready" beat now on "On Sight" and industrial electro tracks like "Send It Up," and "I Am a God" certainly don't fit the radio mold. (Nor, of course, does screaming "I am a God.")
There's no song structured like a radio hit—verse followed by hook, with a solid intro or outro. It's entirely abstract, with tracks like "Bound" absent of drums, "I'm In It" heavy with samples and dark, otherworldly production. If anything, "Hold My Liquor" with Chief Keef may be closest thing to radio fare. And even still, with Keef's verse taking the autotunedsing-rap vocal style he wierded us out with on "Citgo" to new strange new heights, it sounds like nothing you might hear on the radio. Exactly like Kanye wanted. —Lauren Nostro