Public Reaction
It wasn't really the traditional Kanye hip-hop album. He went out of the box, which some people loved, but for others, it took a while to grow on them.
“ ” — Jermaine Hall, Vibe editor in chiefBefore its release, reaction to 808s & Heartbreak was mixed, ranging from anticipation to bewilderment and indifference to the album's concept. Upon the unveiling of the lead single "Love Lockdown" at the 2008 MTV Video Music Awards, music audiences were taken aback by the uncharacteristic production style and the presence of Auto-Tune. The negative feedback intensified when West revealed that the entire album would be primarily sung with Auto-Tune rather than rapped and would focus on themes of love and heartache.
Numerous hip hop fans and certain rappers mocked West for becoming "sappy" while others deemed the upcoming LP as a throwaway experimental album. Comparisons were drawn to Electric Circus, an album recorded by West's labelmate and close friend Common. MTV eventually interviewed Common to share his thoughts and views on the artistic direction of the album. Common expressed both his understanding and his support for West's intentions, stating "I love it. I'mma tell you, as an artist, you wanna be free. I'mma do what I feel. You can't just cater to the audience. You gotta say, 'Hey, y'all, this is where I'm at.' For him to do an album called 808s and Heartbreak, you know that's where he is at this moment. I heard some songs, and I think it's fresh. I think the people are ready for it."
West received similar approval from Lil Wayne and Young Jeezy, both of whom contributed to the album. During an interview, when asked what music today inspires him, Wayne stated "everybody's doing their thing, but they're not exciting. Everybody is doing the same thing. That's terrible. Do I love the music that's out right now? I love it with a passion. Does it motivate me? Not one bit. That's because 808s & Heartbreak isn't out yet." Despite the approval from the rap superstars, as well as the record-breaking chart performances of the first two singles, hip hop audiences remained indifferent towards the album, predicting it would flop. Responding to reviews, West stated that he didn't care about sales or getting good ratings, saying that it came from the heart and that's all that matters to him. When asked about the current state of hip hop, West compared it to a high school, stating that hip hop used to be all about being fearless and standing out, and that now it is about being afraid and fitting in.
Read more about this topic: 808s & Heartbreak
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