Kanye West's unique ability to capture his audience attention was evident, when he debuted his cartoon-reality video for his mind catching song Heartless. The song itself tells a story of a cold hearted ex- girlfriend, but the cartoon makes the story come to life. His love and passion for the art of Hip hop has broadened his imagination to do something outside of the cliche images portrayed on music videos today. He has managed to incorporate fiction with reality and make it appealing. Throughout his career his music has reached mass audiences across the globe. His institution of media has managed to bring together various social identities such as culture, gender, class and age. Kanye's music isn't only targeted at a specific demographic group and this is why he's so popular. By generating a cartoon to express the lyrics in his song has captured the eyes of young and old, black and white, Christian and Muslim.