West tells NY Mag the concept for the video is “the story of a phoenix fallen to Earth” who becomes his girlfriend before she is discriminated against and burns herself alive to escape the criticism.
West further explains “I’ve been feeling the idea of the phoenix. It’s been in my heart for a while. It’s maybe parallel to my career. I threw a Molotov cocktail on my career last year, in a way, and I had to come back as a better person.”
So what do we think? Will this video help resuscitate his career?