Why is Kanye still relevant? Why is this even a news? He's trolling, clearly.
Kanye is the KING OF TROLLING 🤡
Is he being serious this time?
He's always BEEN relevant.
He's a song writer, producer (of MANY artists, some outside of hip-hop as well), composer - all sounds you hear on his collaborations and his own albums are created by HIM. He doesn't repeat beats that are common he searches for something new and brings that into the music he creates. He's not following a-typical trends or waves.
the trolling your claiming is 'active marketing' .... drum up the hype until full album release.
I see this as no different to music videos of old mega stars, press conferences, or stunts like marriage announcement on stage in front of an audience at a concert - aka Madonna and Sean Penn. (he got the fame to help sell a movie at the time, she got $$ for her song featured in the soundtrack).
If you haven't noticed ... since the dawn of music streaming many MANY artists of all genre's new/classic no longer just release an album tour to sell it and that's it. VERY few do ... mega stars. Many artist have a multitude of collaborations (1 bar or a chorus contribution) on a song that others collaborate on. Also they have their hands in sneaker deals, fashion line, cologne, marketing agencies for their 'brand' (themselves). J Lo gets insurrance on her derrier and it's news - just after releasing a hot video (right after a big breakup with Sean 'Diddy' Combs).
It's just an evolution of being a musician/artist ... the old world is long gone and releasing songs and albums and waiting for music labels to do the heavy advertising and costs doesn't happen much anymore. Artists do it - they bill, and bank their $$$$.