Kanye West - The New Workout Plan (Short Version)

What this video is

Released in 2004 as the fifth and final single from Kanye West's debut album The College Dropout, 'The New Workout Plan' arrived at the height of Kanye's commercial breakthrough. The video's 1980s infomercial-parody format was a pointed satirical statement on beauty standards and aspirational materialism in hip-hop culture, delivered via comedic theatrical excess rather than conventional street-rap visual language.…

Why it matters

A landmark early example of hip-hop music videos deploying sustained parody and comedic concept-film structure, foreshadowing later satirical video traditions. Demonstrates the post-Hype Williams school of high-concept, visually layered hip-hop direction under Director X. Represents a pivot from…

The director

Born October 31, 1975 in Toronto, Canada, of Trinidadian and Swiss descent. Known professionally as Little X (later Director X). Began career as a MuchMusic intern, then became protégé of Hype Williams. Founded Toronto-based production company Popp Rok.…