Following 808s & Heartbreak, Kanye West's haunting AutoTune-aided album inspired by the loss of his mother and a broken engagement, many anticipated the rapper's return to proper rhyming.
His first three albums, The College Dropout, Late Registration, and Graduation, contained West's witty lyrics, an irreverent take on the education system, and soulful production.
It was long rumored his first post-808s project would be titled Good Ass Job, which would mark a return to the first three albums' theme of upward mobility and a break from the crooning he delivered on Heartbreaks.
But West didn't want to be handcuffed by the motifs of his past work. Instead he opted for a title that was — as he put it — "awesome."
"I remember I just changed it because I didn't want to do the Good Ass Job thing and have to stick to the skits and everything that went with that," West told MTV News. "My Beautiful Dark Twisted Fantasy and my album cover are just ... those things are just awesome. It's really proper, decadent, soulful, lavishness, and it's exactly what I wanna say."
So far from the project, West has released song "Power" and "Runaway." The short film taking its name from the latter song's title will premiere this Saturday (October 23) at 8 p.m. on MTV, MTV2 and BET.
The visuals accompanying each song, along with the sartorial theme of West's "Rosewood" event and the distinct covers released with each G.O.O.D. Fridays track, are part of a larger theme West is pushing with this album.
He described it as displaying his art on his terms.
"Everything has a 'f--- off,' 'f--- you'-type attitude," West explained. "The work that I do, what I wanna express. Even if I go full-on black tie, like super, proper Tom Ford tux. When you see it now what I want you to think I'm saying with my suit is, 'F--- you. This is what I want to give you. This is the moment, this is what I created and take it or leave it.'
"And I think that's why my creations are very luxury in a way," he continued. "Because if you go into a luxury store, they have it presented exactly the way they want to present it to you. They don't adjust [to be] more commercial like a Wal-Mart, [or a] Kmart."
Kanye West's "Runaway" will premiere on Saturday at 8 p.m. ET on MTV, MTV2 and BET, and will also stream live on MTV.com, BET.com and VH1.com, followed by a live Q&A session on MTV and MTV.com.