The plan started with a far-flung idea back in August: If enough West die-hards banded together and played one song on repeat the day of Taylor Swift‘s album release, they could potentially hamper her opening numbers on Spotify‘s streaming chart. West and Swift have a nearly decade-long rivalry at this point, stemming all the way back to the 2009 VMAs when West interrupted Swift’s acceptance speech, and continuing up to the present era of snake emoji. Earlier this year, Swift quietly weaponized streaming herself by relaunching her entire discography on the same day that her other professional nemesis—Katy Perry—released her new record. So to West’s fans, a counter-stream might have seemed like an opportunity to give Swift a taste of her own music industry medicine.
The idea for the protest originated on Reddit‘s r/Kanye, where one loyal fan pointed out that certain details of Swift’s Reputation release seemed oddly tied to West’s life in that it was slated for release on the reported date of his mother’s death. (Swift’s label has categorically denied any link between the dates.)
Basically, Taylor Swift has released a Kanye diss track, taken shots at Kim’s Paris robbery, and has stolen Kanye’s font and cover art style for her new album Reputation. Most importantly she is planning on releasing it on the anniversary of Kanye’s mother, Donda West’s death — November 10. […] Please all share this around to get as wide a reach as possible and outstream Taylor, simultaneously showing respect for Donda and utmost support for Kanye himself.
It just so happens West has a song called “Hey Mama”—and thus a plan was formed.
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