Yeezy, Yeezy, Yeezy. If you're listening, he just jumped over Jumpman, and boy, he's feelin' so accomplished.
Echoing manoeuvres in releasing 'Only One' on January 1st 2015, Kanye has once again dropped a new (and unsurprisingly polarising) sound to kick off 2016.
In what some Soundcloud commenters have marked as a "three-minute advertisement for Adidas," 'FACTS' takes numerous targeted potshots at his infamous relationship with ex-shoe-collaborator, Nike, spitting bars such as, "Nike, Nike, treat employees just like slaves / Gave LeBron a billi not to run away."
Yeezys are bandied about the track ("I ain't dropped an album, but the shoes went platinum"), as is his proud new relationship with Adidas and reiteration of the core line of one of his more famous rants: "Tell Adidas that we need a million in production / I did tell y'all all I needed was the infrastructure." It wouldn't be 2k16 Kanye, though, without mention of his wife and their mutual exploits, "Kimoji just shut down the App Store / And we made a million a minute / We made a million a minute."
But there's a few more conspicuous, politically charged and currently unclearly-motivated mentions in the track - particularly, "Does anybody feel bad for Bill Cosby? Did he forget the names just like Steve Harvey?" Bear in mind Cosby's currently before a court hearing the first of dozens of sexual assault and rape claims brought against him. Harvey recently made media waves for accidentally crowning the wrong Miss Universe.
Yeezus also moves to compare himself to late night talk show hosts, "I stuck to my roots, I'm like Jimmy Fallon," and discuss his interior design dilemmas (yes, really), "Couches, couches, couches / Which one should I pick?"
Listen to the track below, and leave us your thoughts in the comments.