As promised, Kanye's Cruel Summer — a short film he shot and delivered in an "immersive seven-screen experience" to promote the upcoming G.O.O.D. Music crew album of the same name — had its premiere in Cannes Wednesday night. Well, technically it didn't premiere as part of the official festival; Kanye just kind of decided to rent some space in the vicinity while the festival was going on. Hey, don't ever let anyone tell you what you can and can't do! Anyway, what are we dealing with here?

Here's why we need to always trust Kanye, forever. Back in January, awake and energetic and feeling chatty one cold winter's evening, Mr. West got on Twitter and rattled off a vision for a bold new venture called DONDA. The nuts and bolts was that Kanye was putting together a multidisciplinary design firm, named after his late mother, that "will galvanize amazing thinkers and put them in a creative space to bounce there dreams and ideas... To dream of, create, advertise and produce products driven equally by emotional want and utilitarian need.. To marry our wants and needs." And oh how we laughed and laughed. Well, guess what, jerks -- the joke's on us.