Last week, we shared the website YeezyGraffiti.com, created by Leighton McDonald after the first Yeezus cover was released with the words "Please Add Graffiti" above it. That image was quickly deleted and replaced by the same cover without the text. Virgil Abloh just posted an Instagram with that original image on the streets of NYC, and it makes a huge statement. While fans on the crowd-sourced YeezyGraffiti Tumblr originally got the point of the message—to add their own album art—now the directive goes offline.
Similar to the premiere of "New Slaves" on walls around the world, Kanye's taking his marketing plan for Yeezus to the streets. Is Kanye about to start a street art movement involving his fans? It looks like it.