I am growing exhausted pretending Kanye West is a genius. It is tiring having to pretend that the reason I don’t like the things he’s doing is because I don’t “get” it. I genuinely like Yeezus a lot and just that fact alone is weighs heavy on my spirit because as interesting and purposefully off-putting as it is, it is drenched in bullshit. Most of it is a temper tantrum performed over a noisy, Eyes Wide Shut-style robot orgy and yet I stand by it as better than at least two other Ye albums.

But now this nigga is going too far. You wanna sell Mad Max outfits that cost an entire year’s pay to people that are dumb enough to max out credit cards for it then that’s your right, but let’s not pretend you’re revolutionizing anything in fashion. I get that you feel like the fashion world won’t take you serious because you’re a loudmouth nigga that comes from rap and I can also understand how frustrating it is to be pigeonholed and I know that Yeezus was partially a backlash for people constantly telling you to stick to music, but your campaign to get people on your side is contrived.

You wanna start of revolution only to advance your own interests. You say classism is bigger than racism but, ignoring the fact that that’s wrong, your thesis seems entirely based on the fact that you personally are being kicked out of a club you feel like you deserve to be in. For what it’s worth, I don’t even think your Bane takes over Gotham City fashion line is that bad. I know people are getting their jokes off about it right now and I know that it’s not even that original of an aesthetic but it’s decent. If I had some a couple gold bricks, I’d buy one or two pieces up off you, and if you want to make clothes full-time I would support you –mostly because I don’t think you know what you are even doing anymore outside of the fashion world.

That VMA speech you gave was entertaining and, at some points, even truly captivating, but it was also mostly nonsense. You hate the idea behind award shows yet your entire career has been based around promoting yourself and those you deem worthy as the only true winner of every award? You built your brand off of being the vocal supporter of yourself when you felt like he didn’t get the awards you deserved; that is, until you decided to bring your services over to the Beygency™. Now you wanna back away from that and instead argue a pseudo-existential diatribe against awards and the point of these shows. First of all, the point of award shows is to celebrate mediocrity and gather a large number of stars together in order to bring in a large audience of people who are willing to sit through liquor and acne scrub ads just for the sake of firing off tweets. Secondly, this again feels like you thinking about how something affects you and then reacting. Only when you’re at the point of your career where MTV can give you a mostly meaningless honor for everything you’ve done that you can decide “eh, I don’t really get the point”.

Acceptance has never worked for Kanye West. He thrives most when he’s being dismissed or unacknowledged. Being treated like he belongs or like the genius he considers himself in his brain gets boring to him; he wants to be in those areas where he’s hated or ignored. It’s his best quality and also something that is aggravating to witness. It’s clear that he’s been bored with music for a long time: this was obvious on Yeezus when he tried to give himself the challenge of making purposefully alienating music (easily his most Lou Reed move), it’s apparent in how dismissive he’s grown of My Beautiful Dark Twisted Fantasy despite it being his most praised work to date and it’s especially apparent in the manner with which this new album cycle is going.

And that gets us to what’s really bugging me about Kanye lately. I honestly believe SWISH is a false flag operation; something to keep his brand afloat while he goes deeper into realizing his dream of being Steve Jobs. There is no album and honestly it’s better that way because what we’ve heard so far is mostly bullshit. The whole working with Paul McCartney thing was interesting and when “Only One” dropped, I thought: fine, I can get with The Freewheelin’ Kanye West if that’s what he wants. Then he performed “Wolves” in full on SNL with SIA and Vic Mensa who now looks like one of Akasha’s slaves from Queen Of The Damned since he linked with Ye, which was fine I guess but we never got the CDQ and it took forever to get the CDQ of “All Day” and now it’s been out so long that the people who were excited about it don’t even bother pretending to still like it anymore.

This brings us to today where during Kanye’s latest show at New York Fashion Week where, in the midst of the remake of Dawn Of The Dead that seemed to be happening on the runway, Kanye premiered a new song titled “Fade” featuring Ty dolla $ign and Post Malone. That’s right, Lyor Cohen’s latest lab experiment indistinguishable soundcloud rapper, Post Malone is the latest to get the Kanye co-sign. A co-sign which, let’s be honest, doesn’t mean anything anymore –not in a world where Travi$ Scott gets to thrive; a co-sign nonetheless, which is annoying mostly because we were all doing so well at not pretending Post Malone was a real thing and allowing his 15 minutes to expire.

This reeks of a desperation to keep up with whatever you think the kids are into. The only silver lining is that maybe when Kanye sticks his fangs in his neck to drain him of everything he’s got, we’ll never hear from him again like Mr. Hudson. It shouldn’t be too hard since he’s not actually talented –just like, well, Mr. Hudson. More than this egregiousness is just the fact that this song isn’t very good. I get that it was part of a show and maybe that’s not the best context to judge it in but this is really bad Abercrombie & Fitch store music put over a slightly better drum kit. It’s also a boilerplate 2015 Kanye record and it feels like he’s not even trying anymore, and I mean if you don’t wanna make music, you shouldn’t feel like you have to and if you do, you could try a little harder than this.

I genuinely want you to be happy Kanye and if fashion does that great; and if you wanna lure Vic and Travi$ out of their doghouses or caves with Hood By Air clothes in order to get them to make the music you don’t feel like doing yourself, then you know what, go for it. Just do what makes you happy Kanye or really do anything that will spare us from making more industry plant white dudes a thing.