(YouTube)

 

Kanye West’s video “New Slaves” was released Friday night as if it were a neighborhood evacuation announcement.

 

The 4-minute clip was projected onto the side of 66 buildings across the globe in key locations including the Chanel Boutique on Rodeo Drive in Beverly Hills, Northwestern University in Chicago, and Bondi Junction in Sydney, among others.

 

Kanye broke the news via Twitter.

 

But possibly more surprising is the video’s stripped-down nature and the song’s controversial message.

 

Like an emotionally charged PSA, the usually flamboyant rapper is captured in a single headshot as he offers one of his typical rants. This time he takes a sociopolitical slant.

 

As the title suggests, “New Slaves” argues that in many ways today’s African Americans are essentially modern day slaves and face racism.

 

“My mama was raised in an era when, clean water was only served to the fairer skin,” he rhymes in the song’s opening lyrics.

 

Kanye raps that African Americans are enslaved by their economic status. Lower class blacks are discriminated against because they are poor, and upper class blacks are expected to spend their riches on Bentley’s, fur coats and diamond chains.

 

“Y’all throwing contracts at me, you know that n-ggas can’t read. Throw him some Maybach keys, f—k it, c’est la vie. I know that we the new slaves,” he rhymes.

 

Kanye also disses reporters, threatening to “smash their recorders” and suggests that he may leave the U.S. “I move my family out the country, so you can’t see where I stay,” he raps.

 

The song has been well received. “some 2pac sh-t right there,” one Twitter user wrote. And others add, “sounds soooo goooooodddd,” and “I must say that kanye west —>New Slaves go hard.”

 

Hip hop’s focus on materialism has been out of control for way too long, so it’s good to see one of the genre’s biggest names suggest an alternate point of view.

 

During a London concert in February, Kanye complained of corporations that sign celebrities to lucrative endorsement deals and then censor their content.

WARNING: VIDEO CONTAINS EXPLICIT LYRICS

Read The Controversial Lyrics To Kanye West’s ‘New Slaves’

[Verse 1]
My mama was raised in an era when/Clean water was only served to the fairer skin
Doing clothes you would have thought I had help/But they wouldn’t be satisfied unless I picked the cotton myself
You see its broke nigga racism/That’s that “don’t touch anything in the store”
And there’s rich nigga racism/That’s that “come in and buy more”
What you want a Bentley, fur coat and diamond chain?/All you blacks want all the same things
Used to only be niggas /Now everybody play me
Spending everything on that Alexander Wang/New Slaves

[Hook]
You see it’s leaders and it’s followers/But I’d rather be a dick than a swallower
You see it’s leaders and it’s followers/But I’d rather be a dick than a swallower

[Verse 2]
I throw these Maybach keys/I wear my heart on my sleeve
I know that we the new slaves/I see the blood on the leaves
I see the blood on the leaves/I see the blood on the leaves
I know that we the new slaves/I see the blood on the leaves
They throwing hate at me/Want me to stay at ease
Fuck you and your corporation/Y’all niggas can’t control me
I know that we the new slaves/I know that we the new slaves
I’m about to wild the fuck out/I’m going Bobby Boucher
I know that pussy ain’t free/You niggas pussy, ain’t me
Y’all throwing contracts at me/You know that niggas can’t read
Throw him some Maybach keys/Fuck it, c’est la vie
I know that we the new slaves/Y’all niggas can’t fuck with me
Y’all niggas can’t fuck with Ye/Y’all niggas can’t fuck with Ye
I move my family out the country /So you can’t see where I stay
So go and grab the reporters/So I can smash their recorders
Yeah they confuse us with bullshit/Like the New World Order
Meanwhile the DEA/Teamed up with the CCA
They tryna lock niggas up/They tryna make new slaves
See that’s that private-owned prison/Get your piece today
They prolly all in the Hamptons/Braggin’ ’bout they maid
Fuck you and your Hampton house/I’ll fuck your Hampton spouse
Came on her Hampton blouse/And in her Hampton mouth
Y’all ’bout to turn shit up/I’m ’bout to tear shit down
I’m ’bout to air shit out/Now what the fuck they gon’ say now?