 In July 2008, Kid Cudi released his first mixtape, "A Kid Named Cudi" (executive produced by Plain Pat and Emile Haynie), in collaboration with New York street-wear brand 10.Deep as a free download.Kanye West first called upon Cudi to reference hooks for American rapper and mogul Jay-Z, and while in the studio Cudi and West went from working on "The Blueprint 3" (2009) to West's R&B-esque "808s & Heartbreak" (2008).Cudi's assistance on the latter includes co-writing credits and or vocals on "Heartless," "Welcome to Heartbreak," "Paranoid" and "RoboCop."