Kanye West used a video recorded with his mobile phone to announce during the Super Bowl that all his clothes can be purchased at a discount of 18.95 euros. The 30-second clip cost zero euros to record and $7 million to be broadcast during Super Bowl commercial breaks.
West had already announced weeks ago his intention to reduce his brand's clothing, statements that, like all those that come out of his mouth, generated suspicion. West's decision comes at a time of popularity crisis for what was one of the most influential personalities in global music during the past decade.