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When Kanye West speaks, everyone else usually listens. 

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Mastermind and frontman of G.O.O.D Music label, Kanye West, doesn’t do much press, but he certainly gets the most press. 

Besides his periodic rants on Twitter, fans don’t get the chance understand Kanye’s frame of mind while creating music, but in a new video, Kanye breaks down the creative process behind G.O.O.D Music’s compilation album, Cruel Summer

“I’m not interested in things unless they hit me at a certain place in my heart. I get bored really easily. I’m majorly underwhelmed in general. I was looking for some form of excitement for this music to be our outlet….We reached out to other camps to do something new and exciting in hip-hop minus all the politics. One track may have 30 people’s opinions on it. It’s not just about a tracklist and a name. It’s about a communal style of work…Everything is equally as important and it got to a point where I had the album artwork in front of me, while I was working on the songs. It got to the point where I was asking  “does this song sound like this packaging looks?”

PHOTOS: Kanye Unveils Cruel Summer Album Cover Art

It’s always interesting to hear Kanye break down the concepts and creative thoughts that flood his mind when making good music. 

Cruel Summer is currently available at a music retailer near you! 

Watch Kanye West explain the meaning behind G.O.O.D. Music’s compilation album Cruel Summer.

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