Soon as they like you make 'em unlike you
50 told me go ‘head switch the style up, and if they hate then let 'em hate and watch the money pile up
Ye has always had a love-hate relationship with the media and the critics. They love him when he puts out new music, but criticize him for his action.
Ye best described his feelings about this issue during the BET Cypher, where he said:
As he states in the next line, he doesn’t care about pleasing anybody, he simply acts how he pleases.
More generally, he’s saying that once an artist captures an audience, the artist should move on to the next thing. The artist should avoid being predictable to the point that they can be emulated; unwrite the rulebook, just like with Yeezus. Ye is declaring that he stays ahead of the trends, even if it means isolating himself.
Yeezus rewrote the rulebook away from My Beautiful Dark Twisted Fantasy, which was widely praised as a fantastic album and a return to form following (another stylistic departure) 808s and Heartbreak, even by those who don’t usually listen to rap. But instead of just trying to emulate the sound of that album, on Yeezus he’s gone in a completely different direction, which Kanye knows will make a lot of people “unlike” him after they “liked” him when his last album came out.
It’s also probably a reference to how his public image fluctuates: usually he is liked when he starts putting music out and becomes hated again following public rants between releases.
“soon as they like you” could also mean “as soon as they are similar to you,” which means that as soon as everyone has copied Kanye’s style, he changes himself completely, rendering those who were like him completely dissimilar to him.
He could also be referencing the Facebook jargon “Like.” As soon as someone has “liked” Kanye’s something Kanye does, he’ll make them “unlike” it by changing it up.
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