Kanye West has made headlines once again with the surprise release of his new album titled “Bully,” which dropped on March 18th. The album’s promotion features a unique twist, as it prominently includes a video showcasing West’s nine-year-old son, Saint West. The short film, which serves as a backdrop for the album, presents Saint in a wrestling ring, playfully battling wrestlers while wielding a toy mallet.
In an innovative marketing move, Kanye West utilized social media platform X to share multiple links to the 45-minute short film, inviting fans to experience the album in an engaging format. He categorized the film into three distinct versions—labeled “screening version,” “post hype version,” and “postpost hype version”—ranging in length from 22 to 45 minutes, allowing listeners to choose their preferred viewing experience.
Despite the excitement surrounding the album release, Kanye’s recent online behavior has drawn criticism. In the days leading up to the album launch, he has published a series of controversial posts, including derogatory remarks aimed at former collaborators such as Tyler, the Creator and Kendrick Lamar, as well as insults directed at Beyoncé, Jay-Z, and their families. This pattern of behavior follows a troubling trend for the artist, who has faced backlash for promoting hateful and anti-Semitic content in his social media communications.
The release of “Bully” comes on the heels of Kanye’s previous controversial public actions, including a Super Bowl advertisement earlier this year that directed viewers to his website, which featured only a t-shirt emblazoned with a swastika. The juxtaposition of family imagery with provocative social commentary continues to spark discussions about the impact of celebrity culture and the responsibilities that come with it.
As Kanye West navigates the complex landscape of fame, the release of “Bully” and the involvement of his son Saint in its promotion illustrate the artist’s ongoing efforts to push boundaries, both musically and socially. With the album now available, fans and critics alike will be watching closely to see how this latest project resonates in a climate already charged with controversy.