Album rollouts are sometimes a thing of beauty: take Tyler, the Creator's latest album, Call Me If You Get Lost (which was one of our favorites of the summer), for example. In early June, billboards with the album title, a phone number for fans to call, and no other information -- not even Tyler's name -- started popping up in various cities around the world. It was mysterious and exciting; the phone number led to a short voicemail with Tyler's mother's voice. Intrepid fans noticed that videos containing the voicemail were quickly removed from sites due to DCMA complaints filed by Columbia Records. But the news was already out, and Call Me would be released in no time at all.
Two weeks, a single, and a handful of music videos later, the album was on all streaming platforms at midnight on June 25th. It was no-nonsense, it generated an incredible amount of buzz, and most importantly, the album didn't disappoint.
And then there are Kanye West album rollouts. Why can't Kanye West manage to do something that Tyler, the Creator made look so easy?
It can't be a money problem, as Kanye is a billionaire, and Tyler is estimated to have a net worth of $16 million. It can't be influenced by other rappers, as no major artist has dropped any music in the meantime -- in fact, it's rumored that Drake continues to push back his release of Certified Lover Boy due to DONDA's imminent release.
So what's the deal? How the heck did we get here? Indulge me for a few minutes as we review the events of the past couple weeks months:
Kanye played his new album for me & @KDTrey5 last night in Vegas. Man listen! The production is light years ahead of it’s time, and the bars sound like he’s broke & hungry trying to get signed again. Any artist who plan on dropping soon should just push it back 😤 #Respectfully
The third week of July was met with a wild rumor created by Justin Laboy of all people, of the upcoming album of the year, DONDA, by Kanye West, previewed by a private listening party in Las Vegas. Other listeners lucky to have been in the same room praised West's brilliance on the album, and promised fans it would be released only a week later.
Laboy would continue to serve as a point of vague information for fans during the following weeks, despite not being part of Kanye's main camp and without an actual link of contact beyond the initial listening party.
Pusha T, longtime affiliate of West's and GOOD Music signee, confirmed after multiple rumors that West would debut his latest album, DONDA, at Mercedes-Benz Stadium in Atlanta, home to West's mother's house and his birthplace.
The following day, during the 2021 NBA Finals, a Beats by Dre commercial featured Sha'Carri Richardson, soundtracked by West's new song, "No Child Left Behind," a track off the upcoming album. The commercial promised the album "this Friday" preceded by the already confirmed listening party.
The song was only featured shortly in the commercial, and never made it to any streaming platforms.
July 22nd arrives, and the livestream begins at 7PM, although West was nowhere to be found. Rather, he arrived at the stadium two hours late, and the event began at 9PM.
New music was indeed debuted, but fans and listeners were keen to point out the unfinished product that was being heard. Songs were drumless, driven mostly by organ instrumentals and choir vocals. Some songs finished before West's verses were ever delivered.
Shortly after the event, although the promise remained of DONDA's release, it was clear that the album needed more work.
July 23rd came and went, without any release of the new album. It was confirmed by members of Kanye's team that the release date was pushed back to August 6th (something West fans are not unfamiliar with, and in fact, had already happened to DONDA twice in 2020).
In the following days, fans mourning the delay of the album took pleasure in West's extended stay at the stadium. He would move in his personal chef and other members of his recording crew, devoted to finishing the album in the most Phantom of the Opera way possible.
On August 5th, a second Beats by Dre commercial debuted, this time featuring "Glory" by Kanye West and produced by Dr. Dre himself. The ad promised the album would indeed find its way to fans the following day, and that the listening party would be celebrated as an album launch party.
Later that day, a preorder appeared on iTunes and Apple Music for Kanye West's 10th LP, guaranteeing the inevitable release the next day.
It was deja-vu-like when August 5th rolled around and Kanye showed up an hour and a half late to his performance (which you can watch without sound above). The album, however, sounded completed. The two weeks seemed to have been beneficial for Kanye. There were drums! There were multiple surprise appearances on the tracks! And then, Kanye rose through the roof of the stadium, ascending into Christian heaven!
It was a legendary moment that seemed unforgettable, the hype for this monumental album was insurmountable, and the only thing that could kill it?
Kanye West himself.
August 6th came and went without DONDA. The next few days were abound with the rumor of Kanye's forthcoming single from the album, "Hurricane," which would be accompanied by a music video. The reported release date also flew by without a song.
Which brings us to this moment, still without DONDA.
So when can fans expect the album that must not be named now? Although many in Kanye's circle have promised work still continues on the album, few official updates have been provided. Monday of this week, it was confirmed that Kanye and his team have left Mercedes-Benz Stadium for Los Angeles.
Tuesday, a mostly-confirmed rumor about a third listening party circulated via an extremely reliable Kanye West fan page on Instagram. The post is now deleted, leaving the rumor's truth in uncertainty, but others close to Kanye hinted at Chicago's Soldier Field as the host for listening party number three. Employees also confirmed they would have to forgo their weekend off for a "VIP Musician Event" scheduled for August 26th.
Then -- quite literally as I was writing this article -- Kanye took to Instagram to officially announce the third, possibly final, listening party. His manager commented twice the album will drop August 27th.
It is now August 19th, and as of this morning, Kanye deleted the above post. No one knows what this means. Will the listening party occur? Most certainly. Will the album actually surface? Don't hold your breath.
In the event of any further updates, you can count on us to be just as upset about them as you.
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Have you been patiently or impatiently waiting for DONDA? Vent below in the comment section or holler at us on Twitter!
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