The moment of sheer anticipation and disappointment gave way to hyped celebrations as Kanye West and Ty Dolla $ign finally dropped the first volume of ‘Vultures’, just a day before the Super Bowl. Incidentally, the timing of the release presents a rather unique situation for the rapper. At its core, the Super Bowl, alongside its sporting pull, also happens to be America’s cultural tent pole. As friends and family gather to watch the big game, discussions also stray beyond sports, including music. The question now lingers: Will Ye actually benefit from this timing?

Taking cues from currently trending scenarios as well as evaluating past such timings, a double-edged sword lies ahead for the singer. Here are a few major possible scenarios.

1. Win: Vultures may benefit from word-of-mouth

Kanye West kept his fandom in the lurch and longing for an upcoming album ever since the turn of 2023. Starting from his stays in Japan to Italy sojourns, rumors of a work-in-progress album kept hopes of a new release alive. The hype ascended to its peak following the December 12 Miami rave and gathered even more attention when it did not drop yesterday, on time. However, with the big game giving ample time for discussions between fans on the album and the hype already on the crescendo, success may lie ahead.

2. Loss: Taylor Swift may drown out Kanye West on trends

A key disadvantage to Kanye West releasing ‘Vultures’ right before the Super Bowl is having to compete with trending topics, including Taylor Swift. With the Kansas City Chiefs taking on the 49ers, a major chunk of social media discussions have centered on the possibility of the ‘1989’ singer making it back from Tokyo before kick-off. Additionally, with the Ryan Reynolds starrer Deadpool 3 likely showcasing its first trailer during the game, significant hype may shift to its side. As such, the rising trends may lead to the ‘Vultures’ publicity trend lower than desired.

3. Loss: Kanye West and Vultures do not have one key Super Bowl advantage

Going back in time, major artists like Beyoncé and The Weeknd dropped their respective albums a day before the Super Bowl. Interestingly, they attained significant hype, and the albums went on to become smashing hits. However, a key difference between them and Kanye West comes in the form that they performed their songs during the halftime show, gained media attention, and received on-site acclaim. With Ye not performing at the big game, the task of keeping ‘Vultures’ flying post the game remains an uphill one.

4. Loss: Sports may triumph over music

At the end of the day, the Super Bowl is for football. With potentially over 115 million viewers logging in to watch the game, major takeaways will probably center around Chiefs vs. 49ers. Additionally, with Usher performing at the halftime show, the number of individuals opting to stream ‘Vultures’ may remain limited to hardcore fans. Furthermore, key happenings during the match will likely overtake social media trends stemming from Kanye West. As such, after the game, the hype for ‘Vultures’ may fall drastically.

Why did Kanye West release Vultures just ahead of the Super Bowl?

Kanye West postponed ‘Vultures’ several times before releasing it on the cusp of the Super Bowl. After the Miami rave, Apple Music listings confirmed the album dropping on December 15th, 2023. However, the entire catalog got pulled down soon after with reports of the rap duo still recording coming to the fore. Thereafter, chances of a New Year’s Eve or even the 1st of January drop also fell flat. A sigh of relief only came when Ye himself announced on his social media the official drop dates.

As to why exactly Kanye West chose February 9th as the drop for ‘Vultures 1’ remains unknown. Moreover, whether he considered the potential dilution of hype during the Super Bowl also stays in the dark. Regardless, as of 10th February 2024, ‘Vultures’ has started to stream on all major platforms except for Spotify and YouTube Music, which may be coming soon enough. Finally, the task of keeping Ye’s hype active even after the game now lies solely in the hands of his fandom unless the rapper has a trick up his sleeve.

What are your thoughts on Kanye West releasing ‘Vultures’ before the Super Bowl? Let us know in the comments below.