Ye (formerly known as Kanye West) dropped the stark video for the Donda track “Heaven and Hell” on Monday night (Jan. 10), debuting the monochromatic clip during a commercial break in the College Football Playoff national championship game between the Georgia Bulldogs and Alabama Crimson Tide.

The game-break timing made sense, since the nearly three-minute visual ends with a plug for Ye’s mass market fashion line Yeezy Gap, with the $80 unisex black (or blue) hoodie he sports in the video available for purchase after the ad run. In keeping with the song’s dark, grinding vibe, the action takes place in a dystopian city peopled by figures in the black hoodies and the style of face-obscuring mask the rapper has taken to wearing over the past year.

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