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It has been an unorthodox album release for Childish Gambino’s Because The Internet campaign but Donald Glover seems to have a handle on the collision course.

Or maybe it is Childish Gambino that’s leading the charge?

In preparation for his upcoming album, Because the Internet, Childish Gambino has managed to stay in the news albeit the reasons weren’t always the best of press.

There was indication that the burden of fame had led him to be depressed–and even suicidal (an assumption Gambino later clarified). Meanwhile, there was a bit of a dust-up with Chicago recording superstar, Lupe Fiasco. Despite their similar artistic styles, they can’t be categorized as friends.

And even though he identifies himself as a rapper, his recently released single, “Melrose” is about as R&B as a BET Scream Tour.

Nonetheless, there seems to be a grand design in his overall mission. The December 10 release date has been set and Hip-Hop’s favorite thespian just tweeted out what will serve as the album cover.

In today’s Internet (pun intended), separating yourself from traditional formats is vital and Gambino puts this ideology to use. Because the Internet‘s cover is a GIF. At first glance, it appears to be a simple picture of Glover but soon morphs to a distorted image, revealing the dark side of his mind which he hasn’t hidden from public knowledge.

Hit the flip to check out the creative artwork and try not to get weirded out.

Photo: Tumblr

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