Kanye West’s next album, BULLY, is slated for release on , marking a new chapter for the artist with a distribution deal through Gamma, the independent music company founded in 2023 by former Apple Music executive Larry Jackson and Ike Youssef.
The announcement follows a period of anticipation and delay for the project, initially unveiled in . Early versions of songs and a short film, Bully V1, starring West’s son Saint, were released in , generating both excitement and controversy. The initial rollout included the release of five singles – “Beauty and the Beast,” “Preacher Man,” “Damn,” “Last Breath,” and “Losing Your Mind” – through two EPs.
The partnership with Gamma represents a strategic move for West, signaling a desire for greater creative control and independent distribution. Gamma’s roster already includes established artists like Usher, Mariah Carey, Snoop Dogg, and Sexyy Red, suggesting a willingness to work with artists seeking alternative pathways to market.
The lead-up to BULLY‘s release has been anything but conventional. West published a full-page open letter in the Wall Street Journal on , offering an apology for past controversial statements and actions. The sincerity of the apology was immediately questioned by many, with some suggesting it was a calculated move to rehabilitate his public image ahead of the album launch.
West addressed these criticisms in a subsequent interview with Vanity Fair, stating that the apology stemmed from “remorseful feelings” and wasn’t primarily motivated by commercial considerations. He emphasized that the gesture was driven by a personal need for reconciliation, rather than a strategic attempt to revive his career. “This, for me… isn’t about reviving my commerciality,” he told the magazine. “This is because these remorseful feelings were so heavy on my heart and weighing on my spirit.”
Despite West’s assertions, the timing of the apology and the impending album release has fueled speculation about a coordinated rollout. The narrative – contrition followed by a new project – has become a familiar pattern in the music industry, and many observers believe West is employing a similar strategy.
The album itself is described as resembling West’s earlier work on 808s & Heartbreak () and My Beautiful Dark Twisted Fantasy (), characterized by extensive sampling, interpolation, and a greater emphasis on singing rather than rapping. Initial releases of the album featured vocals created using artificial intelligence deepfakes, a technique West intended to replace with his own recorded vocals. However, the current plan, as of , is to release the album with the deepfaked vocals removed.
The journey to BULLY has been lengthy, with recording beginning as early as . The album’s development has spanned multiple locations, including hotels in Tokyo and Mallorca, Spain. The project has faced numerous delays, but is now firmly scheduled for release on , via YZY and Gamma.
West’s previous album, DONDA 2 (), also employed an unconventional release strategy, initially debuting on the Stem Player before an edited version appeared on streaming services through his YZY brand in . This history suggests a willingness to experiment with distribution models and challenge traditional industry norms.
The release of BULLY will be closely watched, not only for its musical content but also for its potential impact on West’s career trajectory. The album arrives at a pivotal moment, following a period of significant controversy and public scrutiny. Whether it will be viewed as a genuine artistic statement or a calculated attempt at rehabilitation remains to be seen, but it undoubtedly represents a significant event in the ever-evolving narrative of Kanye West.
