Kanye West’s ‘BULLY’ Album: Release Date, Controversy, and Gamma Partnership

Kanye West, now known as Ye, is set to release his 12th studio album, BULLY, on March 20 through a new distribution deal with gamma.

Gamma Partnership and Album Rollout

The partnership with gamma, founded in 2023 by former Apple Music exec Larry Jackson and Ike Youssef, marks a move towards independent distribution and creative control for West. Gamma’s roster includes artists such as Usher, Mariah Carey, Snoop Dogg, and Sexyy Red.

BULLY was first announced in September 2024, with songs and early versions released online. Pre-orders were even available in October 2024. A short film, Bully V1, featuring West’s eldest son, Saint, was released in June 2025, though initial versions faced criticism for their use of AI, which West later stated he would remove from the final album.

Controversy Surrounding the Album Release

The album’s rollout has been accompanied by controversy, including a full-page “apology” ad published in the Wall Street Journal on January 26. This sparked backlash, with many questioning the sincerity of the contrition for past antisemitic and hateful rhetoric, suggesting it was a promotional tactic for the album.

In an interview with Vanity Fair, West insisted the apology was not a publicity stunt. He stated, “This, for me… isn’t about reviving my commerciality. This is because these remorseful feelings were so heavy on my heart and weighing on my spirit.”

Previous Album Release

West’s previous album, 2022’s WOUND 2, also utilized a nontraditional release method, initially debuting via a Stem Player before an edited version landed on streaming services through his YZY brand.