"This isn't the beginning of the conversation; this isn't the end of the conversation," Kanye said at the end of the three-minute, black and white clip. "It's our offering as a collective of a sonic snapshot of what's happening right now 2012, this Cruel Summer."
The album, which was released on Tuesday, features not only West's G.O.O.D. Music squad, but also Jay-Z, R. Kelly, 2 Chainz, Raekwon and Ghostface Killah. "We started off by just getting everybody in the lab together," Kanye explained of the recording process. "We reached out to other camps to just do something new and exciting in hip-hop, like something minus all the politics."
Like every album he touches, Kanye fine-tuned Cruel Summer until it met his creative standard, but the tinkering wasn't confined to the recording studio. "We spend just as much time working on the actual album packaging, just as a video concept or a song," he said of the all-white LP cover. "Everything is equally as important and it got to the point where I had the album artwork in front of me while I was working on the songs and I was listening and would say, 'Does this song sound like this packaging looks?' "
Yeezy is so creative that he even made up his own word during the candid vid. "We take it really serious, to make the best product we can, but also we're light with it too. We just want to have fun and commune and festivalize," he said before realizing he's coined a new term. "I'm not sure if that's currently a word but it will be afterwards now."
Festivalize? Kanye never stops creating.
Copyright : MTV.com