Kanye West: “Heaven and Hell” - 2 mins 38s
This atmospheric promo for Kanye West's 'Heaven and Hell' depicts a rapture of an unexpected kind. Hooded and masked figures move through a world cast in shadow, faces entirely covered regardless of age as they drift through the empty streets as though waiting for something.
West has made his faith a central feature of his work since 'Jesus Walks' hit the airwaves from his 2004 debut album, but this is the first time he's cast himself as a Christ-like figure. He appears only briefly, silhouetted against a background of holy light as a cyclone of souls begin their ascent into the great beyond.
The final images of a world in chaos are visually gripping, grabbing attention even as the track begins to degrade into digital distortion. This film acts as a compelling calling card for latest album 'Donda' and also functions as an ad for West's fashion line... people want to look good at the end of the world, after all.
||Arnaud Bresson / Chike Ozah / Coodie