Kanye West's 'Cruel Winter' Trailer Isn't a Trailer for 'Cruel Winter'

The "concept" clip comes from a video director gone rogue

Kanye West Cruel Winter Trailer Fake
Kanye West: back into the mist he goes / Photo by Getty Images
Chris Martins WRITTEN BY
Chris Martins

Last week we shared (and live-blogged) what seemed to be an official trailer for Kanye West's wishfully whispered-about Cruel Summer followup, Cruel Winter. As it turns out, while the brief video clip was made by a pro, it did not come from the G.O.O.D. Music camp, as Fuse explains. They spoke to the clip's director, Austin Christianson, and he broke it down:

"Without getting into many details, I will say that the trailer was independently made and the video is essentially a concept trailer," he said. "It's used for pitching an idea and/or concept to a client. With that said, the video was being used for pitching purposes and it's naturally intended only for the client to see." He would not confirm whether West is actually a client.

Of course, if West was, he might not be now. Def Jam resolutely denied involvement via Twitter, and Christianson is making a point to distance others from the potential fallout. The footage of a desolate landscape he used came from a film production company called Fenchel and Janisch, who he says "have no involvement." George H. W. Bush could not be reached for comment.

While the intial YouTube upload has been taken down, it's since popped up again:


00:00 00:00 No Song Selected More info
00:00 00:00
Now Playing
  • 1 OOFJ — I Forgive You " 03:52
  • 2 MyMidnightHeart — D R O W N " 04:59
  • 3 In Tall Buildings — Bawl Cry Wail " 04:08
  • 4 Slutever — Smother " 01:55
  • 5 Lithuania — Pieces " 03:40
  • 6 Kuroma — Love Is on the Way " 03:29
  • 7 Big Sean — Blessings " 05:02

SPIN is a member of SPIN Music Group, a division of BUZZMEDIA