Kanye West’s new Heaven And Hell video is a promotional clip for his hoodie collection

Ye aka Kanye West has released a new music video which, of course, isn’t your ordinary one: the clip for West’s track “Heaven And Hell” aims to promote not only his music, but also the new hoodie collection that the artist, designer, producer and entrepreneur in cooperation with the fashion label GAP.

The sombre video features sinister figures wearing black hoodies and full-face masks as it proceeds to take to the skies en masse in a visual mix of the “Matrix” incubators and the souls from the animated film “Soul” — with West in the midst of the end-time spectacle stands godlike on a cloud and orchestrates the events. At the end of the video, the logo of West’s company Yeezy is shown. The hoodies worn in the clip were re-released at the same time as the video was launched and can be seen on a dedicated website can be ordered. Ironically, the lyrics to the song at one point say: “Everyone’s got to make a living”. West apparently does not exclude himself from this criticism of capitalism – and raps in contradiction to himself: “No more promos, no more photos, no more logos…”

Kanye West’s current album DONDA was released at the end of August 2021. The controversial rapper is rumored to be headlining the Coachella Festival this year.

A new teaser trailer for the Netflix documentary “jeen-yuhs: A Kanye Trilogy” was also recently released, the makers of which tried to make it clear in advance that this is NOT supposed to be a documentary about Kanye West – but that they are behind- Use The Scenes footage from the past 20 years of West’s career.