I missed Lunch Break today because I'm on a work PC (shudder) and it doesn't have Flash 10 and I can't install it because I lack admin privileges. All in all, quite a fail. The video I would've linked you to is this Hulu clip of SNL spoofing Kanye West's award show shenanigans.
That clip is a year or so old now, but it basically asked a simple question: how could West keep his award show tantrums fresh? West has managed to make himself the topic of pretty much every ceremony he attends. That's good for the brand, even if it doesn't make the brand look good. But he can't keep doing the same thing. There's a fine line between passion and schtick.
The answer, according to SNL, was to take the act to different types of award shows. The ceremony for the Nobel Prize in Chemistry, for instance. But they got it wrong. West actually just varied the subject of his award show outbursts. Rather than being about awards he should've won, he began freaking out about awards he shouldn't have won, or that his friends should have won. Thus, the substance of the complaint isn't about him, even as the coverage of it is.
Which seems pretty smart. The commentary on West's outburst has mostly focused on what it says about him. But what it says about him is that he's a showman. And he's read the audience right: You can't just bum rush the stages at these things. If the organizers didn't want him on the podium, he wouldn't be up there. But he is up there, and we're all talking about it. "Bow in the presence of greatness," he rapped on Stronger. "That I would even show up to this fake s--t. So go ahead, go nuts, go ape s--t."
And so we do.
Photo credit: By Jason DeCrow — Associated Press
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