With the first quarter of 2015 quickly coming to a close, gradual press roll-outs for the year’s most anticipated releases have gone by the wayside for grander publicity blitzes and left-field surprise drops. Case in point; G.O.O.D. Music don Kanye West and his untitled upcoming album. While the release of the 2013 album Yeezus was marred somewhat by constant headlines of a seemingly belligerent West battling constant legal woes and publicly airing out his grievances with Nike CEO Mark Parker in half-hour tirades during his tour, the Chicago-bred rapper now appears to have turned the tables around altogether. Having signed a lucrative deal with Adidas during the interim, selling out the most hyped sneaker of the year in minutes flat and partnering up with ex-Beatle Sir Paul McCartney on the surprise single/release “Only One”, Yeezy has not missed a beat.
Feeding further into the hype, West dawdled yet another tidbit into the public’s peripheral with his 2015 Brits Award show live performance of “All Day”. The new track, which saw a rough demo leak last year, finds Ye picking up where he left off on Cruel Summer; an uptempo trap-tinged beat perfectly coupled with a sing-along worthy hook. The energy poured into the performance is infectious; grand pyrotechnics and a mob cloaked in all black were enough to leave Lionel Richie in awe. Like Toronto rival Drake does in his self-reference as a ‘roadman’ on his surprise mixtape If You’re Reading This It’s Too Late, Kanye tapped into the urban British culture by enlisting venerable grime collective Boy Better Know to join in on his stage antics.
Watch the performance of “All Day” below: