Kanye West Announces Big Plans in Twitter Spree including new design company, DONDA - Rolling Stone
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Kanye West Announces Big Plans in Twitter Spree

Rapper hopes to change the world with new design company

Kanye WestKanye West

Kanye West attends the Los Angeles Lakers-Chicago Bulls game in Los Angeles.

Noel Vasquez/Getty Images

Kanye West went on a marathon tweeting spree last night in which he touched on a wide range of topics, including the announcement of his new design company, details of his new fashion line and the revelation that he has severed ties with the William Morris agency after his agent left to join Creative Artists Agency. “I have no agency representing me currently,” the rapper wrote.

According to West, his design company, DONDA, “will galvanize amazing thinkers and put them in a creative space to bounce there dreams and ideas.” The company, which is named after his late mother, will be “comprised of over 22 divisions with a goal to make products and experiences that people want and can afford.” West says that he is “assembling a team of architects, graphic designers, directors musicians, producers, A&Rs, writers, publicists, social media experts, app guys, managers, car designers, clothing designers, DJs, video game designers, publishers, tech guys, lawyers, bankers, nutritionists, doctors, scientists [and] teachers” for this extremely ambitious project.

West’s specific goals with DONDA are a bit unclear, but he said he hopes to use his influence to positively change the world through design. “We can collectively effect the world through design,” he tweeted. “We need to pick up where Steve Jobs left off.” West has a particular interest in reforming education, and he spitballed a few ideas he believes will “prep human beings for real life,” such as allowing kids to use search engines on their smart phones while taking tests, pushing for math classes that teach children accounting and money management, and a concept he has concocted with director Spike Jonze about a summer school that would offer an alternative curriculum.

Contrary to the highly materialistic lyrics of his most recent album, Watch the Throne, West insists that he hasn’t “bought a new car or piece of jewelry in about two years,” and that he invests “every dime back into creativity . . . hiring amazing creatives, paying for flights, offices, etc.”

“My area of expertise is in music, my passion is in music design film and products, my strength is connectivity,” he wrote as the tweet spree was winding down. “There are so many broken systems from the economy to school systems jail systems . . . we need experts for this . . . We need scientist and top world designers to directly affect governments.”

In This Article: brand, Donda, Kanye West, Twitter


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