Kanye ‘Throws some Ds’ on Social Media

Written by Mike Laurie on August 13th, 2008 |

The Kanye West brand has been active in the viral scene recently with the Be Kanye spot for Absolute Vodka, among other things. But this next spot for the track Champion from last years Graduation full-length is wonderful. Right now it’s on 12,000 views on YouTube but this has got a long way to go. It has lots of hallmarks of a great viral; it’s cute, it’s timely, it’s funny, it crosses genres, it’s got a great soundtrack and it’s got a great little story (here’s a hint as to what I mean by a great story).

Kanye’s team are doing a great job with social media right now. He has a blog which is more about the stuff that Kanye is interested in than anything else and the seeding is well executed. When you catch a campaign early like this you can see how it’s unfolding on Google straight away. They have seeded really intelligently e.g. on blogs like PopSugar, PrefixMag, HipHop Galaxy, StereoGum and it’s streamed from as many places as possible e.g. Vimeo, YouTube, DailyMotion etc.

The video was put together by NEON who have done work for other hip hop legends such as Common and John Legend. This isn’t the first time Kanye and NEON have worked together, the first time was on a spot for “Throw Some D’s“. Although, I say ‘worked together’ but Kanye never appeared in that video.

My only problem with Kanye’s strategy is that his web site is really terrible.

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