Much to everyone's surprise, Kanye West has released the music video of his song 'All of the lights,' without any extensive promotional work. Nowadays, almost all the big artists do a lot of media fanfare before launching their music videos, so that their material could get the maximum possible exposure. However, Kanye decided against hyping up the video of his most recent album 'My Beautiful Dark Twisted Fantasy,' and publicized the release information to the media, just an hour before its actual release yesterday.
Kid Cudi and Rihanna also join up Kanye on this Hype Williams-directed video. Kanye is a well known admirer of Williams work, and that has led the Hollywood director to be the creative force behind many of Kanye's videos such as 'Stronger,' 'Diamonds From Sierra Leone,' 'Amazing' and 'Can't Tell Me Nothing.'
The clip kicks off in black and white mode with the screen focus on a girl who is on her way to the high school. A minute into the video, the song's words and the names of artists begin to blaze on the screen. The inspiration behind this one-of-a-kind way of displaying the opening credits is the Gaspar No?'s 2009 French movie 'Enter the Void.'
Kanye's entry into the video comes late at around the 2 minute mark, but when he does make the entrance it turns out to be a very vibrant one. The lively looking Kanye and Cudi stand on top of cop cars while rapping and singing respectively. However, fans would also want to check out Rihanna in this video, principally because she has chosen a very revealing outfit and in addition to that, the camera focuses on her from practically point blank range, making her male fans very merry.
This adds more fuel to the continuing speculation that RiRi and Yeezy will team up to perform at the NBA All-Star game in Los Angeles on Sunday.
There is still no word from Team-Kanye about the release of his other 'Monster' video, whose raw version was leaked on the internet in December 2010.
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