Read our new manifesto
22 - 26 March

Festival for a rapidly changing world

Topics include: Direct to consumer / E-commerce / Data & privacy / Martech

Kanye West gets philosophical with 'smelling all good and shit' McDonald’s poem for Frank Ocean

The french fries had a plan

Pop-up shops across New York, Los Angeles, Chicago, and London are distributing limited edition versions of Frank Ocean’s long-awaited album ‘Blonde’ that comes with an exclusive magazine.

The 360-page publication features poems, photography and more from Ocean, but vitally also sees Kanye West’s interesting take on fast food brand McDonald’s.

The befuddling contribution discusses seemingly evil French fries, the jealousy of McDonald’s sides, and the general ambivalence of a ‘smooth apple pie’.

Here is West’s work in its entirety.

McDonalds Man McDonalds Man

The french fries had a plan

The french fries had a plan

The salad bar and the ketchup made a band

Cus the french fries had a plan

The french fries had a plan

McDonalds Man

McDonalds

I know them french fries have a plan

I know them french fries have a plan

The cheeseburger and the shakes formed a band

To overthrow the french fries plan

I always knew them french fries was evil man

Smelling all good and shit

I don’t trust no food that smells that good man

I don’t trust it

I just can’t

McDonalds Man

McDonalds Man

McDonalds, damn

Them french fries look good tho

I knew the Diet Coke was jealous of the fries

I knew the McNuggets was jealous of the fries

Even the McRib was jealous of the fries

I could see it through his artificial meat eyes

And he only be there some of the time

Everybody was jealous of them french fries

Except for that one special guy

That smooth apple pie

Ocean also released a visual album called Endless exclusively to Apple Music on Saturday 20 August.

The poem raises more questions than it answers but shows the effectiveness of pop-up experiences to generate buzz. West also launched 21 Life of Pablo stores across the world to sell exclusive merchandise.

Also, the McDonald’s association may prove to aid the company. Beyoncé's off-the-cuff reference to seafood chain Red Lobster in her song 'Formation' gave the chain a 33 per cent boost in sales - showing the power of such interactions.

Join us, it's free.

Become a member to get access to:

  • Exclusive Content
  • Daily and specialised newsletters
  • Research and analysis