Bound 2 is littered with a variety of the most stereotypical motifs of white American pop culture.
We are first shown the easily recognisable landscapes of North America, with mountains, canyons and deserts. Next come the beautiful white stallions, the lone male figure riding off into the sunset and finally the beautiful woman.
We even get subjected to soft porn when West and Kardashian feign intercourse atop of his dirt bike.
All of these motifs are represented so shoddily, that it simply must be intentional; Kanye isn’t short on money folks and [Nick] Knight is a more than accomplished director.
Simply put, Bound 2 is an obvious parody disguised as a pastiche; however, there is one exception.
The only aspect of West’s video not associated as being stereotypically American is the rapper’s presence itself. West may be the lone male rider, whom accompanied by his beautiful lover is slowly riding off into the sunset. But his race doesn’t fit with the conventional stereotype, this is yet another appropriation and a remarkably clever one at that.
The fact that Kanye chose to premiere his video on Ellen, a TV show with an overwhelmingly white demographic isn’t a coincidence either. West is actively striving to break down white American stereotypes by making the average white American confront his integrated versions of them.
The only difference Bound 2 has to the examples listed above, is that it’s so subtly done that in today’s culture of voracious media consumption, most (including myself) mistook the video for trash.
West is well aware of how he is perceived and when asked if he expects everyone to understand his songs meanings, the rapper responded astutely.
“No, I don’t expect people to understand me. I think there are people who are wired by their parents to understand what I’m saying and then there are those that are wired by their parents to reject it.”
Whilst we all cringed at silly ol’ Kanye, it’s highly plausible the rapper had the last laugh.
Beaming from ear to ear once the video had premiered on Ellen to rapturous applause, West knew he’d succeeded.
We’ve all been had."