Every artist does things differently and you can't really criticise their creative process just because it doesn't gel with the norm.
But it seems as though Kanye West is attracting a bit of banter because his wife, Kim Kardashian-West, revealed that he shot the cover for his new album ye on the way to its launch.
Kanye had a listening party for his eighth studio album in Jackson, Wyoming, inviting a who's-who of hip-hop along with a bunch of fans and reporters. They gathered together around a bonfire to have a listen to his music - lifestyles of the rich and famous, eh?
Kim said that on the way to that event, Kanye captured the sprawling mountains on his iPhone and decided to use that for ye. That's a decent advertisement for Apple.
All that he added was some green text over the top that says: "I hate being Bi-Polar its [sic] awesome."
The last-minute decision has certainly got people talking on social media - not least because of an absent apostrophe.
But one of the more interesting things about the album cover is that Kanye produced it for free.
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He didn't organise a big photoshoot or commission some convoluted graphic; the rapper just pulled over to the side of the road and captured nature.
That's in stark contrast to his approach to organising Pusha T's album Daytona, which dropped last week.
Kanye reportedly spent $85,000 (£63,600) to acquire a photo of Whitney Houston's bathroom. The snap, which was taken in 2006 by a member of Houston's family, shows drug paraphernalia scattered about the place as the singer battled with addiction.
Some people joked that West must have spent all his budget on Pusha's album cover and had to make do with a chilled iPhone photo. But you can't deny that you'd all upload the ye picture to Instagram if you were passing through Wyoming.
While his album appears to be polarising critics, its release is giving him a platform to talk about his mental health.
Sitting down with radio personality Big Boy, West said: "I'm so blessed and so privileged because think about people that have mental issues that are not Kanye West, that can't go and make that [album] and make it feel like it's all good.
"Think about somebody that does exactly what I did at TMZ and they just do that at work, right? But Tuesday morning, they come in and they lost their job and they can't go back and make that.
"That's why God put that on me at age 40. I never been diagnosed until I was 39 years old...diagnosed with a mental condition. But like I said on the album, it's not a disability, it's a superpower."
If you're unfamiliar with what that TMZ moment was, he casually walked into the office of the world's biggest tabloid and said that slavery in American history was a 'choice' for black people.
West has revealed that following that viral incident, which he was heavily criticised for, he had to dump a lot of material for ye because he deemed it too sensitive.
Featured Image Credit: GOOD Music/Def JamTopics: Entertainment, Kim Kardashian, Kanye West, Celebrity, Music, Interesting