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US rapper and producer Kanye West arrives for the 67th Annual Grammy Awards at the Crypto.com Area in Los Angeles on February 2, 2025.

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Key Takeaways:

• Ye’s 12th studio album, BULLY, shall be launched March 20 by gamma.
• The rollout strategies a controversial apology ad and a brief film that contains his eldest son, Saint.
• The gamma partnership shows Ye’s trail against self reliant distribution and ingenious withhold watch over.

Kanye West beforehand insisted he isn’t making a “PR trail” to push his impending unusual album, BULLY. Then again, the artist now might well possibly be called Ye has radiant inked a distribution tackle gamma for the commence of the anticipated, yet delayed, mission.

The somewhat unusual distribution firm changed into founded in 2023 by light Apple Tune exec Larry Jackson and Ike Youssef, who help as CEO and president, respectively. Just a number of the artists on its roster consist of Usher, Mariah Carey, Snoop Dogg, and Sexyy Purple. Now, the controversial Chicago multi-hyphenate has linked with gamma for his 12th studio album, scheduled to come on March 20.

First launched in September 2024, songs and early versions of the mission had been launched on-line — there had been even pre-orders in October 2024. A brief film titled Bully V1, starring Ye’s eldest son, Saint, changed into launched in June 2025. Then again, using AI in initial versions changed into no longer wisely obtained. Ye then said it changed into “no longer performed” and that he’d be taking out the AI from the final album.

Rolling Stone experiences that the version of BULLY discipline to fall in March changed into performed ahead of Ye’s stout-net page “apology” ad in the Wall Motorway Journal on Monday (Jan. 26). Rapidly after its newsletter, there changed into a backlash, as many thought the contrition for his antisemitic and hateful rhetoric changed into insincere and simplest signaled that he had an album to advertise.

In an email interview with Conceitedness Comely rapidly thereafter, the “Champion” rapper insisted that changed into no longer the case. “This, for me… isn’t about reviving my commerciality,” Ye educated Conceitedness Comely, after noting the anticipation for BULLY. “Here’s on memoir of those remorseful emotions had been so heavy on my heart and weighing on my spirit.”

However, the theorized rollout timeline — Ye apologizes, then a unusual album need to be on the style — is coming to fruition.

Ye’s final album, 2022’s DONDA 2, changed into additionally a nontraditional process. Its initial commence came by process of a Stem Participant, and in 2025, an edited version landed on streaming services and products by process of his YZY imprint.