Its official video was directed by filmmaker, cinematographer and contemporary artist Arthur Jafa, whose acclaimed 2016 work ‘Love is the message, the message is Death’ incorporated West’s track ‘Ultralight Beam’.
While in conversation with French fashion designer and film producer Michèle Lamy, Jafa revealed he was directing a video for the rapper.
When asked if the video was for West’s Sunday Service project he said: “It’s from his new record, it’s called ‘God’s Country’ and this will be like the first single, I guess.”
“Thank God. Hi Chicago, it’s Ye,” Kanye wrote on the outside of a newly redeveloped GAP shop in his hometown.
“This is the Gap Store I used to shop at when I would drive my Nissan from the Southside,” the note says. “So Blessed. I thank God and I am so humbled at the opportunity to serve. I put my heart into the color palette and every detail.”