Kanye West's ye release was part of a larger plan to help promote all of G.O.O.D. Music's roster of A-list artists. It turns out, that same plan had additional, unplanned benefits for artists outside the stable.
The fanfare around Yeezy's drop last week has prompted a lot of fans and curious on-the-fencers to simply search "ye" when looking for the album. That title happens to be shared by a song on Burna Boy's January 2018 release, Outside, which meant that when fans searched the title, they were exposed to Burna's track.
As Pulse Nigeria points out, some fans took to Twitter to share their experience, which they were actually pleasantly surprised with.
"I was looking for Kanye's new Album so I searched "ye" in Apple Music and happened across song called "Ye" by this artist named @burnaboy," a Twitter user tweeted. "Listened to the album for sh*ts. it was FLAAAAAMES HOLY F*CK." Another tweep hit back with, "Thanks for tweeting this. I went to get the song and loved it after one listen." At the time of writing this, a search of "ye" on Apple Music brings up Burna Boy's Outside album as the second result; Kanye's album taking the top spot naturally.
It all caught Burna Boy's attention who then took the time to go check on the numbers. "Thank YE!! Numbers up 200%," he confirmed.
If Kanye's on an ultralight beam, Burna Boy is more than happy to have some of that light shine on his own work.
Rifumo Mdaka is a Johannesburg-based music writer who champions South African queer artists. When I'm bored, I watch iPhone keynotes and commercials. Read my website FDBQ Music and follow me on Twitter, @rifvmo