Kanye West’s ‘Power’ Video Is ‘Apocalyptic,’ Director Says

Artist Marco Brambilla says the 'video work' expresses the 'very dark, personal conflict' in the song.

Ever since Kanye West joined Twitter on Wednesday, the world has essentially become a, let’s say, wiser place. We’ve learned that his highly anticipated fourth album is no longer called Good Ass Job; that he jogs in Lanvin; how he had to adjust to small dogs and cigarettes when he started dating models; and all about how he bought a goblet in which to eat cereal. But it was through good old-fashioned print media (and print media websites) that we learned the details about the video for West’s single “Power.”

The New York Times‘ Dave Iztkoff spoke with the video’s director, Marco Brambilla, who said the video had a very dark tone.

“It’s kind of apocalyptic, in a very personal way,” Brambilla said. “It had this very dark, personal conflict within it. Because of his own concept of celebrity and his own notoriety, he’s keenly self-aware of all these things. And it all came out in the music.”

Brambilla said that his “Power” piece is not exactly a music video, but “video work that’s been commissioned by Kanye to accompany the music.” In the “work,” West stands imposingly with a heavy chain around his neck, according to the Times. ‘Ye raps as the camera slowly zooms out in one continuous, unedited take, revealing him in a classical structure, surrounded by female attendants who are partly or entirely nude. Some kneel before him on all fours, others wear devil horns, and still others are suspended upside-down from the ceiling.

As a kicker, the Sword of Damocles hangs precariously over Yeezy’s head, while an unseen executioner is preparing to strike him with a blade. The video is expected to hit West’s site sometime next week.

According to the article, Brambilla caught West’s eye with his video installation at the Standard New York called “Civilization,” which creates a continuously scrolling depiction of heaven and hell. Brambilla said he normally shies away from collaboration, but he felt he and West might find common ground.

“Because my work’s always been about alienation and seduction and the way contemporary cultures desensitize people,” said Brambilla. “And he’s experienced it first-hand.”

Are you excited to see Kanye West’s video “work” for “Power”? Let us know in the comments below!