After debuting “On Site” and playing “Heartless” to the crowd of thousands singing along, West took a moment to talk about his unconventional marketing tactics for his upcoming album, Yeezus, namely staying away from radio and allowing the audience to listen for themselves.
“You know with this new album, we didn’t push a single to radio,” he explained to the crowd. “We just made some real music. At this point when I listen to radio, that ain’t where I wanna be no more.”
He explained further by noting his label, Roc-a-Fella and Def Jam, previously forced him to hold off on releasing his albums in order to garner success for the singles on the radio, helping to push more record sales. But this time around he wanted to keep the focus on the audience, who helped make his less radio-friendly singles a success. “You know how we made albums a few years ago, we would work on an album for 4 to 5 months or so, and we would always have to hold the album until August or September until the perfect moment, which would mean, ‘I think you could sell more to audience and radio.'"
He even went on to insist he couldn’t care less if he sold a million copies of his latest record! “Honestly at this point, I could give a **** about selling a million records, as long as I can put out something for you to rock to all summer,” he exclaimed. “And I don’t gotta wait ‘til the label tells me when I can sell more records because at this point I could really give a **** about outside opinions.”
Given his penchant for mentioning his success in most records, many fans might not buy into this proclamation, but it’s certainly incentive to get a listen to the album when it hits stores June 18.