Style Kanye West and the crossover between music video and TV commercial

Kanye West and the crossover between music video and TV commercial

Andrea Tuzio

A few days ago I told you about yet another collaboration that has “shocked” the fashion world and beyond, that between YEEZY, Gap and Balenciaga. An unexpected announcement that has aroused the excitement of all fashion addicts around the globe.
Today we woke up with a new surprise, a new unexpected move by Kanye West.

Last night, the 2022 College Football Playoff National Championship Game, the game that awards the American College Football national title, was played between the Georgia Bulldogs of the University of Georgia and the Alabama Crimson Tide of the University of Alabama. The game saw the Bulldogs beat #1 ranked Alabama winning the national title after 42 years. The game was obviously broadcasted live nationally by ESPN with an insane audience – in the US college basketball and college football have the same importance and relevance as professional leagues like the NBA and NFL – and during the game was broadcasted what we would call a crossover between music video and TV commercial.

Ye released the video for “Heaven and Hell”, a track from his latest album DONDA, which also served as the commercial for the worldwide launch of the YEEZY Gap hoodie in both black and blue.

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Un post condiviso da Gap (@gap)

Available in all sizes for both adults and children, the YEEZY Gap hoodie is priced at €90 and is 100% cotton. You can buy it on the YEEZY Gap website and the delivery time varies between 4 and 8 weeks.

The video which is “a seamless alignment between the creative platforms of multidisciplinary artist Ye” turns out to be incredibly evocative and YEEZY Gap black hoodies are unquestionably the stars. The piece, on the other hand, is based on a 1975 20th Century Steel Band, “Heaven and Hell Is on Earth”

Below you can check out the video for “Heaven and Hell” which is at the same time also the commercial for the YEEZY Gap hoodie.

Written by Andrea Tuzio
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