Kanye life of pablo tour how to#

It seems like a lot of this comes down to the wire, especially considering that the pop-ups are kept secret until relatively close to their opening. I think from the response we can judge it as a success. If you were in the stores, as you said you were in New York, seeing the lines-and those lines werenвЂ™t just in New York, it was the same thing in London, it was the same thing all over the world. I think if you spent some time on the Internet looking at it, itвЂ™s pretty amazing. It was definitely an intense operation to try to launch 21 at the same time, but we did it, I think to tremendous success. There were tons of logistical challenges that were presented, but the way that we are is that we pride ourselves on being a nimble and both proactive and reactive company that can shift and pivot as needed, that can figure out and problem-solve in 24 to 48 hours. To communicate that message across so many of them is challenging, and if you look at the pictures, they all look like how theyвЂ™re supposed to look, barring different spaces. We have boots on the ground in all the territories in the United States that we did these events, which is tremendously helpful, especially when trying to launch something as curated and as specific as how this had to be done. Luckily, we have representation within our company in 40 territories around the world. What was it like to produce the products and the event at this magnitude? It was intense. In the past the pop-ups have only occurred in one city at a time. HeвЂ™s at the forefront of that, from his sneaker drops to the pop-up-or the temporary stores-heвЂ™s the leader. Why it works really well for him is that he believes in streetwear lifestyle culture-and I hate that word lifestyle, but I donвЂ™t how else to describe it. It can present some logistical challenges, but ultimately with how invested he and his team are in it, theyвЂ™re a great partner. That presents challenges, too, because things come down to the wire and thereвЂ™s a perfection in the product. He pays incredible attention-this is not to say other artists donвЂ™t, but specifically talking about him, he pays such incredible attention and because of that, cares so much about it, is so invested in it-and not just financially-that heвЂ™s the perfect partner because you know how seriously he and his team will take all of this. Photo: Getty ImagesДЇrom your perspective, what makes Kanye a good partner for projects like this? HeвЂ™s at the perfect intersection of music, fashion, style, creativity-heвЂ™s a leader in all those spaces. Vlasic joined Bravado as CEO in March of this year from Sony Music the Pablo pop-ups have been largely his project. Yes, it is responsible for producing merchandise for a variety of artists from West to Florence and the Machine to Lionel Richie, but as its CEO, Mat Vlasic, told me candidly, вЂњThe making of the product is-we can do that with our eyes closed.вЂќ ItвЂ™s also a task force (Bravado set up and staffed the Pablo pop-ups) and a savvy marketing resource (it placed limited-edition Guns NвЂ™ Roses merch in a John Varvatos store). In WestвЂ™s case, thatвЂ™s Bravado.Д«ravado is the subsidiary of Universal Music Group that produces merchandise and merchandise-related events for artists.

And like all magic, thereвЂ™s a trick to getting it done. (Each city had a special вЂњcolor popвЂќ of items that sold out almost instantly.) To those who didnвЂ™t know the stores were coming-i.e., practically everyone-the sudden appearance of white box galleries around the world looked like magic.

The cities ranged from New York to Sydney to Berlin, and the product was primarily white and black with gold lettering. (DonвЂ™t think so? Ask the people in line: вЂњNo, IвЂ™m not selling whatever I buy-itвЂ™s art!вЂќ said one at a previous store.) Last weekend he unveiled the Mona Lisa of his pop-up project: 21 international stores, each near identical, filled with branded product. His greatest non-musical success in this arena has to be the merchandise pop-up shop model heвЂ™s turned from commercial exercise into some kind of social experimentвЂ“cumвЂ“art project.

Kanye life of pablo tour how to#

The easy takeaway from the many floating stage pictures is that West knows how to create a mood, how to quite literally set the stage to show off his many talents in their best light. Chances are your Instagram feed was flooded last night with golden-lit snaps from the first night of Kanye WestвЂ™s Saint Pablo tour.