SARAH

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               Picture a man dressed head to toe in beige and black, seemingly wearing simple clothes, yet this outfit coordination, nor anything this man does, is simple. He is an individual who tries to seem careless by doing things such as disregarding paparazzi or designing a whole clothing line based on neutral colors and basic designs, yet actually aims to set himself apart from others. This man “tries” to stay out of the spotlight and even dares to act as if he’s bothered by it, when in reality he continues to call attention to himself in more ways than one. Picture a musician, designer and a performer all bundled into one, creating a true pop culture icon, picture Kanye West. When considering this icon, he can be better understood from his music, his fashion line, and his performances. With help from West’s most recent album, “The Life of Pablo”, these artifacts can be studied more specifically through his song “Famous”, the Yeezy Season 3 fashion show, and in how he conducted his concerts during the tour for this album, all of which contribute to the brand Mr. West has created for himself of being so different from other artists that all eyes end up falling on him.

                Kanye West’s music is known for being controversial and extremely versatile. The style of his music varies from fast paced, intense, dance music to slower paced, emotional songs. In a multitude of his songs West references, and even insults, other stars and political figures, yet his most famous interaction is that with Taylor Swift. In West’s song “Famous” off of his hit album “The Life of Pablo” he calls out Swift when he says that he made her famous, referencing how he interrupted her award acceptance at the 2009 MTV Video Music Awards. This song, as well as the rest of West’s music, is experienced via audio, but can be heard digitally through devices and speakers, or face-to-face if a fan was to attend a TLOP concert. Considering this is rap song, as well as a somewhat controversial one, younger people eat it up. Kanye West listeners tend to be young adults, including both genders, but more often males than females when it comes to this song in particular seeing as he disrespects a female pop icon. Listeners can also come from any kind of educational background, mainly making the defining factor for his audience being age. West’s music as a whole can sometimes be vulgar and ego-boosting, also attracting a younger crowd. The only rhetorical appeal that is necessarily relevant to “Famous” is pathos, seeing as it can be used to analyze the song’s lyrics that basically boost West’s ego, causing listeners to feel as if they should worship him. This genre is informative, telling about Kanye’s successes, yet also creating a story about how he got to where he is now. This song in particular discusses how Kanye is above those from his past, saying that “They mad they ain’t famous” and “can’t seem to get Kanye fresh”, contributing to the idea that Kanye steps over boundaries that others may shy away from by using such daring lyrics and draws attention to himself in doing so, literally stating how he is above others. Not only does West’s music add to his brand, as does his fashion line, more specifically his Yeezy Season 3 fashion show.

                As seemingly normal, casual models walk out onto the stage centered inside Madison Square Garden, the never before heard song, “Highlights”, off of West’s soon to be released album, “The Life of Pablo”, begins to play. Welcome to the Yeezy Season 3 fashion show. Kicking off New York Fashion Week 2016, West not only debuts his newest addition to his fashion line, but allows the audience a preview of his future hit album, found to perfectly accompany this show in particular and represent his brand as a whole seeing as the album is full of songs with controversial lyrics and unique melodies . In a collaboration with Adidas, West created “…highly-coveted distressed athleisure and footwear,” according to the Huffington Post via 9 Mind-Blowing Moments From The Kanye West Yeezy Season 3 Fashion Show | HuffPost. The fashion line, and more specifically this show, establish credibility using ethos by being conducted in such a renowned venue, including famous models, such as Naomi Campbell, and consisting of high prices, indicating the quality of this line. This fashion show can be seen visually and viewed face-to-face, or digitally if looking online. Audiences of all ages attended the show, but this style of clothing is more popular amongst young adults, but has a high price so a high income is helpful in affording this collection. The genre used here is both persuasive and narrative, displaying the clothing items in an effort to attract buyers, yet also telling a story of the vision West had for this line in how it was designed and presented through the performance by the models. The performance may have seemed simple, but was actually intricate and articulated down to the very movement according to the list of 38 rules for the models, pictured in the Huffington Post. Through all of this, it is easy to see how unique West’s show and fashion line are considering the presentation of it and style of clothing included in it, drawing attention to him and his style. The final artifact that adds to West’s brand are the main events themselves, the performances West conducted for The Saint Pablo Tour, making them unique by him being suspended in the air above the audience by a platform, making this the defining factor for this tour.

                The way in which Mr. West kicked off and ended up continuing his Saint Pablo tour for “The Life of Pablo” was a literal representation of his brand seeing as he was suspended on a platform hanging from the top of the venue above the crowd, performing in a way that other artists don’t, displaying his versatility, and actually placing himself above others, putting all eyes on him, as always. According to the NY Times, the platform device “…made Mr. West both improbably close and tantalizingly out of reach,” Review: Kanye West, Both Close and Out of Reach at His Tour Opener - The New York Times. The platform used by Mr. West can be analyzed using logos seeing as it makes sense for him to perform in such a way that sets himself apart from, and specifically above others, directly relating to the brand West has created for himself. These performances using the platforms were experienced visually, being experienced face-to-face, but also can be streamed digitally online to view the platform set-up. Audiences consisted of people of all ages and genders, but for this tour specifically, it was common for younger individuals to be in attendance due to the fact that the platform set-up allowed for moshing underneath. A high income is not necessary to have attended these concerts, but can be helpful in purchasing tickets with closer seating to Mr. West, allowing for floor seating underneath the platform holding him which truly fulfills the experience West intended for audiences to experience and one of the reasons why the platform was incorporated into performances. The way West chose to perform songs can tell a story, making these performances narrative, yet they can also be informative based on the lyrics sung and how West chooses to perform them, conveying how he feels about certain songs or how he wants listeners to feel. The use of the platform itself is a hybrid of these by being able to represent how he feels by placing himself above others and being informative of these feelings. This kind of set up can be dangerous and is not normally associated with other artists, separating West from the rest of pop culture and legitimately placing him at above all other competitors for the spotlight. The platforms performed on during this tour contribute to West’s brand by clearly being unique and literally setting himself above others, drawing immense attention to the prodigal himself, Kanye West.

                The brand West has created for himself is important in the sense that it shows how hard work and versatility can bring success, which he has explained lyrically many times throughout his career and put on display for audiences to be awe of. West’s album “The Life of Pablo” is key in creating his brand, and inspiring what he has done with it through his music in his hit song “Famous” featured on this album, his fashion line and presentation of Yeezy Season 3, and how he conducted his tour for this album using a platform to completely transform his stage presence and create a one of a kind concert experience. All of this playing a part in West putting emphasis on himself, bringing himself power, fame, and a following that only seems to increase. Kanye West is a prime example of how there can be varying cultures within pop culture itself, showing how versatility can turn out to be superior to the norm, making Kanye West a true, self-made icon.