No longer was West the dorky producer turned rapper agitating to break out of Jay-Z's shadow. He had become a true star. The only person who could stop Kanye was Kanye - or Ye, as he prefers to be known of late.
His empire lies in a smouldering heap in the wake of the 45-year-old artist's October media blitz. West says he lost $2bn in a single day last week.
First there was the smear campaign against his ex-wife Kim Kardashian, then the White Lives Matter fashion statement in Paris, then his complete transformation into an "alt-right" puppet. And it crescendoed with West's antisemitic commentary.
The Gap, JP Morgan and Creative Artists Agency are among a raft of partners that quickly cut ties. All the while West dug in, claiming Adidas would never leave him regardless of how many antisemitic assertions he made.
But a week later, Adidas went its own way, a move it reckons cost it $246m in potential fourth-quarter earnings - West's Yeezy line accounted for as much as 8% of its bottom line.
Denne historien er fra November 04, 2022-utgaven av The Guardian Weekly.
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Denne historien er fra November 04, 2022-utgaven av The Guardian Weekly.
Start din 7-dagers gratis prøveperiode på Magzter GOLD for å få tilgang til tusenvis av utvalgte premiumhistorier og 9000+ magasiner og aviser.
Allerede abonnent? Logg på
Starlink's conquest of the Amazon leaves Brazil in a dilemma
The helicopter swooped into one of the most inaccessible corners of the Amazon rainforest. Brazilian special forces commandos leaped from it into the caiman-inhabited waters below.
Dalai Lama's mountain town feels the strain of tourist boom
SUVs and saloon cars pass slowly along McLeod Ganj's narrow one-way Jogiwara Road, blaring horns at pedestrians and scooter riders and playing loud music.
'I am all the world' The brutal rule of a West Bank settler
Palestinians tell ofblacklisted Yakov's reign across the Jabal Salman valley and heisjust one of many violent bosses
Stormy waters New flashpoint emerges in South China Sea dispute
Hopes that tensions in the South China Sea might ease have been short lived.
'Justice delayed' Why trust in public inquiries to bring closure is fading
After the final report of the Grenfell fire inquiry was published, Hisam Choucair, who lost six family members in the blaze, said: \"We did not ask for this inquiry... It's delayed the justice my family deserves.\"
Celeriac soup with almond pangrattato
I'm not ashamed to say that as soon as September hits, my stick blender comes out. Just as I embrace salads when the clocks go forward in the UK, I wholeheartedly throw myself into soup season once the summer holidays end. Autumn is approaching in the northern hemisphere and I'm ready with my ladle. Celeriac is one of my favourite soup heroes, because it gives the creamiest, silkiest finish with little effort. You don't have to make the almond pangrattato, but it is a wonderful addition.
Are smoke signals telling me to make an oil change in the kitchen?
Should you that is, not can you) cook with extra-virgin olive oil? Antonio, Atlanta, Georgia, US
Going underground
A darkly humorous encounter between an American spy-cop and the members ofan eco-commune she is hired to infiltrate
All work and no play
Hard Graft, a powerfulnew London exhibition, focuses onworkers’ exploitation, from the ruined hands ofa washerwoman to mothers forced to sell their bodies
What the princess and the shaman tell us about hereditary privilege
It should have been an Instagram-perfect wedding image, but it turned out to be something more embarrassing.