After selling out New York City’s Madison Square Garden in 10 minutes, changing his album’s name three-plus times and even sharing how he spilled some tears while writing a song about his father, Kanye West’s takeover, being dubbed #KanyeDay, has finally arrived. 

Streaming live and direct on Jay Z’s Tidal platform, from the sold-out arena, people simultaneously are filling 700 movie theaters in 23 countries around the world, tuning in for fear of missing out on what West has in store from around the world.

Beginning at 4 p.m. EST on February 11, the rapper-designer has captivated a global audience for the unveiling of his Yeezy Season 3 collection and the premiere of his highly anticipated seventh studio album, The Life of Pablo. The presentation is also set to be accompanied by a visual performance from artist Vanessa Beecroft. 

Tweet after tweet after deleted tweet after reposted tweet, it’s become clear — it’s Kanye’s world and we’re just living in it. 

After just over a half hour of anticipatory crowd chatter and a teasing bird's-eye view as to what the set looks like, it's just starting to get good. Catch the live stream here.

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(Photo: Kanye West via Twitter)