Music

Kanye West’s New “Heaven and Hell” Video is Actually Just a Gap Commercial

The visual for Kanye West DONDA track “Heaven and Hell” premiered last night on ESPN during the NCAA football championship game.

Last night, Kanye West (now ‘Ye’) gave ESPN viewers a look into the dark side. During the College Football Playoff National Championship, the rapper premiered a visual for “Heaven and Hell,” the first music video from his 2021 album DONDA. (Which you could watch here.)

Although the album was released last August, “Heaven and Hell” extended its relevancy, as the visual doubled as a ad for West’s new Yeezy Gap black hoodie. In his Instagram story, West shared his excitement with viewers saying “Our first yzy gap commercial. Mama we did it.”

Exclusively on the Yeezy Gap website, the hoodie–in both black and blue–adult sizes can be purchased for $80, while kids sizes are going for $60. Made from 100 percent cotton, hoodies are expected to ship 4-8 weeks after purchase.

According to Forbes, there’s more Yeezy Gap on the way, this time in collaboration with luxury brand Balenciaga. Entitled Yeezy Gap Engineered By Balenciaga, first items are expected to launch in June. In a separate Hypebeast report, West was seen with Cardi B at a Balenciaga store in Miami where it appeared that the two were shooting a visual of some sort. Promotion for Yeezy Gap Engineered By Balenciaga? It’s likely, as Cardi B was announced as a brand ambassador for Balenciaga in 2020.

A fellow brand ambassador, West has been seen repping Balenciaga hard lately, notably at the “Free Larry Hoover” Concert in December. West donned his Balenciaga Croc-boot hybrid, while merch from the concert included $200 hoodie, $360 jumpsuit and $400 repurposed jeans from the brand.

Yesterday was full of premieres for West, as Netflix announced that his three-part documentary jeen-yuhs: A Kanye Trilogy will debut February 16th. Fans can also catch Act I of the trilogy on the big screen, as  jeen-yuhs will have a nationwide theatrical release through Iconic Events.

Jaelani Turner-Williams

Jaelani Turner-Williams is a contributing news writer for Okayplayer with bylines at Billboard, MTV News, NYLON, Recording Academy and more. Read her mind on Twitter at @hernameisjae.

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