See Kanye West's extreme 'Heaven and Hell' video, that doubles as a GAP ad

Ye's bleak, three-minute visual served as an advertisement for his new Yeezy Gap hoodie
Kanye West
Photo credit Getty Images
By , Audacy

Monday night college football fans were treated to the latest Kanye West output, "Heaven and Hell," a fever dream music video for one of the 27 tracks on his 2021 DONDA release.

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During a commercial break amid the college championship game between the Georgia Bulldogs and Alabama Crimson Tide on January 10, Ye dropped the bleak, three-minute visual which also served as an advertisement for his new Yeezy Gap fashion line.

Keeping with Ye's dark and twisted vibe, the video features faceless and hooded people roaming a post-apocalyptic cityscape before being shepherded heavenward by a tornado of the rapper's own making.

This collaborative effort between Yeezy, Gap, and Balenciaga currently has one item available, the hoodie featured in the video going for $80 in adult sizes, $60 for the kids.

Additionally, a new trailer has been released for Netflix's upcoming documentary JEEN-YUHS, dropping on February 16, helmed by Clarence ‘Coodie’ Simmons and Chike Ozah, the filmmakers behind some of Ye's early music videos. In the new clip, we see a young West being questioned about his self-proclaimed "genius" status back in 2002 amid behind-the-scenes clips and testimonials.

West, who officially changed his name to Ye in late 2021, is also reportedly working on a sequel to DONDA, and has been tapped to perform at the return of Coachella this year, possibly alongside Billie Eilish as headliners.

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