Watch Ye's dark new video for 'Heaven and Hell'
The game-break timing made sense, since the nearly three-minute visual ends with a plug for Ye’s mass market fashion line Yeezy Gap, with the $80 unisex black hoodie he sports in the videoafter the ad run. In keeping with the song’s dark, grinding vibe, the action takes place in a dystopian city peopled by figures in the black hoodies and the style of face-obscuring mask the rapper has taken to wearing over the past year.
The action picks up at the midpoint, when West is rapping from within a rapture twister in which the citizens are being swept up into the sunlit heavens — or are they descending from the heights headed the other way? The cryptic narrative ends with a series of Biblical stills that appear to depict a pitched battle.
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