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I'ma let you finish, but...

09 February 2015 | Liz Bowen
Oh Kanye. Kanye, Kanye, Kanye.

 

Once again, ‘Yezzus’ is dominating the headlines from Sunday night’s Grammy Awards for all the wrong reasons.

Kanye really seems to have beef with the way in which the music industry treats (or seemingly mistreats) Beyonce.

Following 2009’s infamous ‘Taylorgate’ (who could forget “Ima let you finish…”) when Swifty beat Beyonce to the Best Female Video gong at the VMAs, he’s done it again.

This year’s poor, unsuspecting victim was Beck, who was awarded Album of the Year for Morning Phase.

Initially, it seems people thought Kanye was joking, making fun of himself (albeit five years later…) by taking to the stage as Beck accepted his award. But alas, he wasn’t.

Speaking to E! News after the ceremony, Kanye said: “The Grammys, if they want real artists to come back, they need to stop playing with us. We ain’t gonna play with them no more. Flawless, Beyoncé video, and Beck needs to respect artistry and he should have given his award to Beyoncé.”

Ever heard of good sportsmanship Kanye? Apparently Beck isn’t a “real” artist…I can’t say I’m a fan of Beck (to be honest, if you asked me, I couldn’t name a single song), but the man has released 12 albums and, according to Wikipedia, has been active since 1985. Sounds pretty “real” to me.

He also accused the Grammys of “diminishing art” and “not respecting the craft”. The Grammys is a music awards show yes? And as far as I can tell, Beck is a musician.

It would appear that Kanye West has, in fact, become a parody of himself. What more would you expect from a man who calls himself “Yeezus”.

According to reports, Kayne’s wife, Kim Kardashian, at least had the decency to look “increasingly aghast” during his outburst.

Beyonce doesn’t seem to have a problem – she gets nominated, she attends the ceremony and she sits there, graciously, when she doesn’t win. Jay Z (her husband) also doesn’t seem to have a problem – publicly at least.

From a PR point of view, the winners here are most definitely Beck and Beyonce – aside from their nominations (and wins), Kanye has given them both a boost and, without doubt, both will see an increase in album sales probably far above and beyond the perceived increase Grammys exposure brings.

As for Mr West? If he had been joking, the PR would have been phenomenal. Retribution for his past misdemeanours…

But, no-one expects any less do they? As far as brand awareness goes, his name is everywhere – honestly, how many people would know that Beck had actually won the award if it wasn’t for Kanye?

In terms of likability … I think it’s a bit late for that, and let’s be honest, I don’t think Kanye particularly cares does he? He’s far too important for that. He’s a ‘real’ artist after all.