Love him or hate him, the reason why people care about Kanye West is because he makes G.O.O.D. Music. Over the last several weeks, West has manipulated the media, fans and haters to talk all things Kanye. The absolutely free PR blitz has been a mix of shenanigans on Twitter, outlandish statements about his new album being “the album of life,” countless title changes, several revised, amended and scrapped song playlists, and more. What’s more, West has done it all without granting a single interview. In fact, his only public outing for the album was the mega listening event at Madison Square Garden that was streamed around the world yesterday (February 11). His unconventional marketing campaign has been nothing short of brilliant in achieving awareness of his new album, currently titled The Life of Pablo, but which of course might change again. By now, he’s made the point that the title doesn’t really matter…the music does.

And, that’s what’s been most exciting, at least at Ambrosia For Heads. With a series of releases including songs like “Real Friends” and the Madlib and Kendrick Lamar collabo, “No More Parties in L.A.,” Ye is back to releasing great, accessible music. After a project that was deliberately anti-melodic and anti-establishment with Yeezus, Kanye has returned to soulful samples, hard drums and candid, funny and outrageous lyrics.

On that note, Kanye is back to his G.O.O.D. Fridays series of releasing new music. His latest is a song called “30 Hours.” As is the case with many of West’s songs, it is about a past love and West’s ambivalence toward her. He’s simultaneously dismissive of her and longing for some of the good lovin’ she used to give him when they were together. In fact, the song’s chorus and title characterize it as the kind of love that makes you drive 30 hours.

Along with the song, West has tweeted that the album is now done and will be out today. And, of course, the tweet includes an updated playlist, which can be found below.

The album is being mastered and will be out today… added on a couple of tracks… pic.twitter.com/6lBxcd83N2

— KANYE WEST (@kanyewest) February 12, 2016

Related: Kanye West’s First Kendrick Lamar & Madlib Collabo Is Worth The Wait (Audio)