After a relatively quiet 2015, Kanye West has started 2016 off with a bang. West routinely revolutionizes the music industry, and with his upcoming album entitled “SWISH,” he is taking a very different approach at marketing his music.

West was born in the south side of Chicago and began producing music at an early age. Eventually, he connected with the popular rapper Shawn Corey Carter, or Jay Z, and began to expand into rap with his debut album “The College Dropout.” West currently has seven studio albums, and he recently announced the upcoming release of his new album on Feb. 11, 2016.

Not much is known about the forthcoming album. Although West has released a plethora of tracks in the past year, he has not guaranteed any of the tracks will be on the album, and his career indicates an extreme amount of spontaneity regarding the individual songs on the album. However, since the album is being released in a matter of a few weeks it can be assumed that West has basically completed the album.

None of this behavior for music releases is unconventional for the music industry; what West has been doing differently is his method of advertising for the album. West’s wife, Kim Kardashian, spoke about the way West would be creating excitement in over the month of January and February.

“New music!!! #EVERYFRIDAY,” Kardashian said on her twitter.

Decrypting Kardashian’s internet slang, she announces that West will be releasing a new song every Friday until the album releases in February. Although, the majority of the songs will most likely not be on the album. West attempted to advertise his 2010 album with this method, and it proved to be extremely successful.

Fans of West’s music have seemed to have their interest peaked after the three songs that were released over the past three weeks. After each individual release, West was trending on several social media sites and the tracks were played millions of times each.

“I found good aspects of all the songs he’s released, but just a few weeks ago he started releasing material that really gets me excited. The first two songs released for ‘GOOD Fridays’, ‘Real Friends’ and ‘No More Parties in LA’ are great Kanye tracks that feel like he’s actually taking a somewhat simpler approach. If these are an indication of the style of his new record, I’m ecstatic and looking forward to each new release,” Geoffrey Schmelzer, junior, said.

Other fans are also pleased with the releases but feel that it may set expectations too high if West continues to release songs with the same quality that he has been as of late.

“I think he is doing a good job advertising his new album but he is setting a higher bar for himself. ‘No More Parties in L.A.’ was very good but it isn’t a good idea to keep releasing amazing songs unless he already has an insane album ready,” Andrew Eckerling, a junior at Highland Park, said.

All of West’s new tracks can be listened to on his soundcloud page. Three more songs will come out in the next few weeks, followed by the release of the album. One thing that is for sure: we are in the midst of Yeezy season.