smbl9tWe look at the game differently now.

In 2010, leading up to the release of his album My Beautiful Dark Twisted Fantasy (MBDTF), Kanye West took to Twitter to announce his viral media/song-releasing campaign titled “G.O.O.D. Fridays.” As someone who put out “Jesus Walks” and dubbed his most controversial album Yeezus, ‘Ye has not been shy about religious self-reference, and at the time he set out to not only resurrect his own career, but to save the music industry as a whole.

While Hawaii may seem like a vacation spot to many, Kanye turned it into a G.O.O.D. Music factory, where hits were churned out in deep mystery, as if hidden away in the nearby volcanoes. After mixed reactions to 808s & Heartbreak (the emotional precursor to Yeezus), the Taylor Swift incident, and his sometimes abrasive behavior, many were beginning to question Kanye’s career direction.

He knew that MBDTF needed to be not only a success, but more like a grand-slam home-run to win the World Series. Yeezy began to fly out a roster of G.O.O.D Music artists and associates to Hawaii to create what would become a magical story-arc.

When Kanye joined Twitter in July 2010, a shock-wave was slowly beginning to build in digital music. As a new user of the popular social media site, Kanye immediately saw the power (“no one man should have all that power”) that he could amass through the deep following that he had already accrued.

With the press of a button, millions of followers would tune in on Friday nights to see what West had cooked up for them that week.  The variety of artists from week to week kept suspense at an all-time high, and fans were on the edge of their seats to see Kanye’s vision.

After dropping “Power” and announcing the viral storm of song releases, Kanye began to cash in on his promises. “Monster” was a huge track that cemented Nicki Minaj‘s stardom thanks to a killer verse, and Jay Z gave the record that extra star power to put the song over the top.

“Devil In a New Dress” is simply beautiful, and at the time it was a rare solo track from ‘Ye, with the Rick Ross verse not yet appearing. “Christian Dior Denim Flow” still goes hard. I mean damn — that song is plain sick. The hook epitomizes Kanye at his most powerful and vunerable in the same instance. And Cudi‘s verse? Sheeesh.

“G.O.O.D Friday” is the track that put a bow on the entire campaign; you can’t turn the song on and not feel good. Those drums, that soulful sound — it’s the quintessential G.O.O.D. Music record at a time when G.O.O.D. Music was ruling music, when Rosewood was taking over as a movement.

Kanye packaged each song with simple red text laid over thr artwork, encapsulating the vibe of digital media at the time. People would wait to go out on Friday just to see whose names would appear besides Kanye’s on that red text. West didn’t just put himself back in the game — he reinvented it.

Flash forward 5 years, and album release dates are dropped almost exclusively on Fridays. Artists’ followers hang on to every tweet, Apple Music announcement, Tidal drop, etc. We are fed with constant streams of digital content, with artists gaining more and more freedom and expression. MBDTF is arguably Kanye’s true masterpiece, and it could be said that his resurrection in music would not have been possible without G.O.O.D. Fridays.