Not to be outdone by Eminem andRihanna premiering Kanye Westhas unveiled his promo for new single, BET Awards, where he previewed the new single.
Artist and director of the video - sorry moving painting - Marco Bramilla explained the concept of the promo to our US team, stating: "I made it very clear at the beginning that I wasn't really interested if it was going to be a music video…"
"I wanted to do something which was more like a visual accompaniment to the track, and so it didn't really need to be any specific length and it didn't really need to be the whole song."
He added: "It needed to kind of introduce the song in a different way and a fresh way, and I came with this continuous shot with no cuts, no lip sync, and the minute, minute and a half just ... seemed like the perfect amount of time to show a video portrait."
Power is Kanye's first single to be taken from his new new album, which is currently untitled after the rapper decided to scrap Good Ass Job as its name.