The Kanye/50 Debate, and a Lesson in Self-Promotion

A level of media savvy and a knack for self-promotion are two of the most (if not the most) important aspects of an artist's success. The ability to construct one's image and maintain that is what separates the Justin Timberlakes from those whose names we cannot remember. Rappers by and large are the best at this - but in the last month, we've seen a media constructed rivalry between two of the genre's biggest artists, with one embodying the example to follow and one teaching us what not to do. It would seem the roles have reversed...

Since Get Rich or Die Trying, 50 has been virtually untouchable. His been the most successful in terms of sales, never lost a diss battle, and successfully branded himself for fashion, film and Vitamin Water. Kanye West has not been so fortunate. While both of his releases have received near unanimous acclaim and awards, he has not always handled his image well. Award show blow ups and never-ending confidence have earned him a bad reputation in some circles. Yet, with both of their albums set to release on the same day next week, it is West who has successfully manipulated the hype to his own benefit, while 50 seems vulnerable in a way we've never seen before.
Things were not going well for 50 before 'Ye moved up his release date - he had a meltdown during his Source awards performance, leaving even his DJ baffled. To top it off, the first two singles from Curtis were not receiving radio airplay or glowing feedback, leading 50 to hit the studio again to record new songs. It wasn't until the albums fourth single ("Ayo Technology" with Justin Timberlake) that he was able to make any sort of dent on the singles charts. When the video for "Follow My Lead" leaked to YouTube, 50 totally lost it - "ripping out a plasma TV, throwing his cell phone through a glass window and saying that he was going on vacation." 50 said later, "What bothers me is nothing is going according to the actual plan."

Of course the real blow came when West moved the release date of Graduation to September 11 - the same as Curtis. While Kanye was busy being the bigger person with positive statements like "I think we push each other," 50 was taking subtle and not so subtle jabs at the rapper/producer. "Look at how you're talking to me, like Kanye West is my equal right now," 50 said. "That's like me putting myself against Michael Jackson's [album-release] date and then acting like, 'Woah, it's a battle between 50 Cent and Michael Jackson!', when Thriller sold 30 million records and 50 Cent's biggest album sold 12 [million], you feel what I'm saying?"

BET wanted the two rappers to debate the night before the release. 50 was eager, but Kanye called the idea stupid. 50 later said he would stop releasing albums if Graudation was number one - but then retracted. Through it all, West has remained cool and calm. 50's confidence thrives on other artists taking the bait, and subsequently leaving themselves vulnerable to being broken down (see: Ja Rule). West's strength lies in the fact that he has not knocked 50, making him seem on a whole different level altogether - a level above 50. That may just push Graudation to number one next week. I certainly hope so.