Kanye West is set to unveil his "All Day/I Feel Like That" music video on Saturday (July 25) in Los Angeles. But it won't be your average vid release. Instead, Ye has opted to drop it at Los Angeles County Museum of Art (LACMA).
Some people might be surprised that a rap star could use an institution like LACMA for such a release. But MTV News reached out to the museum and they explained why that shouldn't be such a shocker.
"Kanye West has been a frequent collaborator with visual artists and the production around his videos has been a place to explore art and film for a long time," Franklin Sirmans, department head and curator of contemporary art at LACMA, said in a statement to MTV News. "He speaks about his music as sonic painting in a way to draw upon visual culture and history in an aural tradition equivocal to the diverse types of music blues, jazz, soul, rock, punk, hip-hop that has informed his own music."
Famed director Steve McQueen directed the "All Day/I Feel Like That" visual, which was previewed in Paris back in March. His involvement was also important for LACMA.
"This collaborative video is reflective of a sustained conversation between two artists," Sirmans added. "Kanye's lyrics in 'All Day' are ruminative and self conscious in a way that expresses a conversation with the self as much as it is music to listeners out there in the world. Likewise, Steve McQueen has explored issues around the personal way in which human beings deal with the world.
"The emphasis is often on inner psychology as has been deployed in all of his movies where a single character is subject and narrator," he continued. "Early in his own work, he played that role, as subject and director. There are many nuances and rich comparisons between the work of these two artists and here we are left with a singular meditation on a body in motion, circling dancing and rope a doping with a camera, the visual and the literal lyrics match up precisely."
This isn't the first time that hip-hop has had a presence at LACMA. In 2012, for instance, rapper Murs curated "Through The Mic," a weekly rap concert series in front of the museum's iconic "Urban Light" installation. The museum believes hip-hop has a place there, Sirmans explained.
"Hip-hop is our moment's pop music, a reflection of the world in which we live," he said. "LACMA is a place to explore our world through art and culture visually, musically and performatively.
"The space between art and film has been a perfect vehicle for the discussion of ideas that have formed out of the cultural movement around hip-hop, which of course describes not only the music but the elements of visual, aural, written and performed culture," he added. "As we collect the art of our time we recognize the discourse and vantage point from which many artists speak is greatly informed by pop culture, namely hip-hop, at this point in time."
The video will be shown at LACMA from July 25-July 28.