Kanye West’s unexpected launch of his new album, Bully, on X (formerly Twitter), has ignited a vibrant dialogue across social media platforms. This unique album premiere unfolded through a captivating 45-minute short film that features his son, Saint West, playfully engaging in a wrestling match. The release comes on the heels of a series of provocative social media statements from West, further intensifying the scrutiny surrounding his public persona. This blend of artistic expression and controversy ensures that Bully is not just an album, but a cultural event that captivates the audience’s attention.

Here are the essential details surrounding the rapper’s innovative album, its unconventional rollout, and the diverse reactions it has evoked from fans and critics alike.

Explore Kanye West’s Groundbreaking Release of ‘Bully’ on Twitter

The musical maestro unveiled his latest album Bully late Tuesday evening, presenting it through a visually arresting 45-minute short film available online.

Kanye West took to X (formerly Twitter) to share the link to this creative film, which was expertly edited by Hype Williams. The film showcases his son, Saint, energetically battling wrestlers in a ring armed with a toy mallet, all while the album’s beats and lyrics resonate in the background. The “Don’t Like.1” artist candidly tweeted that the album was “not finished and half the vocals AI,” indicating his playful approach to music creation. Following this, he released three different versions of the album: a “screening version,” a “post Hype version,” and a “post post Hype version,” providing fans with multiple ways to experience his art.

West initially announced Bully in September 2024 during a live performance at Wuyuan River Stadium in Haikou, China, where he premiered the track “Beauty and the Beast.” In a candid discussion with Justin Laboy, the artist revealed that Bully draws inspiration from a conversation with Saint, who recounted a moment when he kicked another child for being “weak.” Initially, West had intended to launch the album on June 15, coinciding with his daughter North’s birthday, but the final product took a different route.

The short film is packed with appearances from professional wrestlers affiliated with New Japan Pro-Wrestling, including notable names like YOH, Toru Yano, Tiger Mask, and El Desperado. Moreover, the album creatively incorporates samples from Cortex’s “Huit Octobre 1971” and The Supremes’ classic “You Can’t Hurry Love.” However, it’s noteworthy that West chose not to distribute Bully on mainstream streaming platforms, opting for a more exclusive release strategy.

Kanye West’s album launch coincided with a backdrop of controversy, stemming from his previous antisemitic tweets and personal jabs directed at industry stalwarts like Jay-Z, Beyoncé, Kendrick Lamar, and Tyler, the Creator. Earlier this year, he even purchased a Super Bowl advertisement that directed viewers to his website, where the sole item for sale was a T-shirt emblazoned with a swastika, further complicating his public image.

Lyor Cohen, YouTube’s Global Head of Music, publicly expressed his dismay regarding West’s actions, stating, “I am deeply disappointed and troubled by your recent actions involving the use of Nazi symbols and antisemitic rhetoric.” (via Variety) Meanwhile, Kanye West has hinted at upcoming projects, engaging with fans by asking whether they would prefer Vultures 3 or Donda 3, suggesting that his creative journey is far from over.