Kanye West's New Video Previewed By New York Times

posted July 29, 2010 06:25:00 PM CDT | 27 comments

Kanye West's New Video Previewed By New York Times

West's latest video for "Power" will be "apocalyptic in a very personal way," according to artist Marco Brambilla.

After performing new songs for Facebook and Twitter, Kanye West made more news by announcing that his album title, Good Ass Job, was getting scrapped. The news came from his new Twitter account, one that has already gotten more than 250,000 followers in about two days. Now, Kanye is continuing to preview material from his album, including a sneak peak at the video for his track, "Power. "

"Power" will be handled by Italian born artist Marco Brambilla, who has gained a lot of acclaim in the art world for his previous work. While the video is still under wraps, New York Times' Artsbeat got a chance to see some of the visuals. Dave Itzkoff described the video in short, saying, "...Mr. West is seen standing imposingly with a heavy chain around his neck. As Mr. West raps, the camera slowly zooms out in one continuous, unedited take to reveal him in a classical structure, surrounded by female attendants who are partly or entirely nude; some kneel before him on all fours, others wear devil horns and still others are suspended upside down from the ceiling. The sword of Damocles hangs precariously over Mr. West’s head, and behind him an unseen executioner is preparing to strike him with a blade."

Still, they were not permitted to view the entire video, which is being kept private for now. The artist, Brambilla, spoke about the project with the Times.

"It’s kind of apocalyptic, in a very personal way,” he said. “This would be a beautiful death...It had this very dark, personal conflict within it. Because of his own concept of celebrity and his own notoriety, he’s keenly self-aware of all these things. And it all came out in the music.”

He went on to add more details.

“It’s a moment of transition for him. It’s like the end of an empire. It’s him becoming mortal again.”

“It’s a very exaggerated, hyper-sensational version of what the song is saying. But at the same time, it has this fallibility to it. Because built into the story is that there is an ultimate fallibility, in bringing someone back down to earth at the end of the piece. That kind of contradiction, hopefully, will create the tension within it.”

“I like controversy,” he added. “The more controversial it gets, the more interesting it is.”

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