"It had this very dark, personal conflict within it. Because of Kanye West's own concept of celebrity and his own notoriety, he's keenly self-aware of all these things. And it all came out in the music", said Marco Brambilla.

Director added that Kanye West himself suggested an idea for music video and he liked it very much because it was "very personal".

Power is the first single from Kanye West's upcoming new album. This week rapper announced that the record would not be released under the name Good Ass Job – although he is still thinking about new title.

Kanye West already performed three songs from his upcoming album at the Facebook headquarters. Rapper played tracks Lost In The World, Chain Gang and Mama's Boyfriend during a special show for the companies' employees.

Rapper's new album is set to be released in September. According to Billboard, the album will feature tracks produced by Q-Tip, Pete Rock and Wu Tang Clan's RZA.

Kanye West's previous album 808's And Heartbreak hit the stores in 2008.