Key Takeaways:

• Ye’s twelfth studio album, BULLY, will probably be launched March 20 by gamma.
• The rollout features a controversial apology advert and a brief movie that includes his eldest son, Saint.
• The gamma partnership displays Ye’s transfer towards unbiased distribution and artistic management.

Kanye West beforehand insisted he isn’t making a “PR move” to push his forthcoming new album, BULLY. However, the artist now often known as Ye has simply inked a distribution cope with gamma for the discharge of the anticipated, but delayed, venture.

The comparatively new distribution firm was based in 2023 by former Apple music exec Larry Jackson and Ike Youssef, who function CEO and president, respectively. Some of the artists on its roster embody Usher, Mariah Carey, Snoop Dogg, and Sexyy Red. Now, the controversial Chicago multi-hyphenate has linked with gamma for his twelfth studio album, scheduled to reach on March 20.

First introduced in September 2024, songs and early variations of the venture have been launched on-line — there have been even pre-orders in October 2024. A brief movie titled Bully V1, starring Ye’s eldest son, Saint, was launched in June 2025. However, the usage of AI in preliminary variations was not properly obtained. Ye then stated it was “not finished” and that he’d be eradicating the AI from the ultimate album.

Rolling Stone music/music-news/kanye-west-bully-release-date-signs-with-gamma-1235506094/”>experiences that the model of BULLY set to drop in March was accomplished earlier than Ye’s full-page “apology” ad within the Wall Street Journal on Monday (Jan. 26). Soon after its publication, there was a backlash, as many thought the contrition for his antisemitic and hateful rhetoric was insincere and solely signaled that he had an album to advertise.

In an e-mail interview with Vanity Fair shortly thereafter, the “Champion” rapper insisted that was not the case. “This, for me… isn’t about reviving my commerciality,” Ye informed Vanity Fair, after noting the anticipation for BULLY. “This is because these remorseful feelings were so heavy on my heart and weighing on my spirit.”

Nevertheless, the theorized rollout timeline — Ye apologizes, then a brand new album have to be on the way in which — is coming to fruition.

Ye’s final album, 2022’s DONDA 2, was additionally a nontraditional course of. Its preliminary launch got here through a Stem Player, and in 2025, an edited model landed on streaming companies through his YZY model.