In itself the heavy switch to auto-tune and vocoders isn’t in any way revolutionary, he is following the style not leading it. Regardless of all the fuss about auto-tune and West’s personal life the fact that the spotlight follows him as though he were a beatle is testament to a marvelously created marketing mix. Even releasing an album next to Britney Spears and Guns N’ Roses, it seems he is able to keep the stage light directed at him. It shouldn’t really come as a surprise, Kanye West’s celebrity status has grown immensely since his College Dropout debut. Perhaps it’s no wonder the song sold over 210,000 digital copies in its first four days.Prior to its release, much fuss had been made about 808s and Heartbreak.
Its punchy, often-minimalist percussion and vulnerable lyrics paved the way for artists like Kid Cudi and Drake. As a result, “Love Lockdown” marked a new step not only for West but for popular music and hip-hop. While West’s heart was certainly ailing from tragic losses -judging from his song, “ Hey Mama,” his mother was a true best friend -the musician soldiered on, processing his emotions through innovative work. The art exists, the feelings expressed, perhaps some demons are exorcised. It pushes the listener through the tumult and toward triumph. Listening to “Love Lockdown” with these details in mind gives the song a sense of propulsion.
Coupled with this personal misfortune, West soon separated from his fiancé. In 2007, West’s mother, Donda, passed away due to cosmetic surgery complications. It did not arrive without tragedy, however. To date, “Love Lockdown,” boasts 58 million views on YouTube alone.
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