Kanye West launches new creative group, DONDA

05.01.12

Those who were awake in the early hours of Thursday 5th January may have witnessed one of the most prolonged and memorable rants from Kanye West of all time. Over the course of three hours of prolific tweeting, the rapper explained the inspiration behind the creation of his new company, DONDA, and urged creative minds to get involved.

In the midst of his stream of consciousness, the rapper announced “I am assembling a team of architects, graphic designers, directors musicians, producers, AnRs, writers, publicist, social media experts…app guys, managers, car designers, clothing designers, DJs, video game designers, publishers, tech guys, lawyers, bankers, nutritionist …doctors, scientist,teachers…[sic]”. The company, which is named after West’s late mother, appears to have the overall aim of affecting the world for the better – on a smaller scale, though, it strives “to make products and experiences that people want and can afford.”

“We can collectively effect the world trough [sic] design. We need to pick up where steve jobs left off”, West went on to say, as well as dropping hints that he is working on a “new 7 screen experience” and that he is in talks to become the creative director of the Jetsons movie.

In addition to this, Yeezy also reminisced and mused on the topics of fashion, celebrity, his mother and the Grammys, tweeting “I appreciate having the most nominations at the Grammies but I feel so conflicted by the fact that award shows sometimes are completely…illogical”.

Education played a large role in the Twitter speech, as West argued that pupils should be allowed to use their iPhones in tests – “like the real WORLD!!! Give kids the amount of test [sic] they would have in a year in a day but they have to get everything perfect.” Clearly convinced of the solidity of his own views on schooling, West announced his own plans to become an educator, as he revealed, “Spike Jonze and I want to do a Summer school that tries new forms of cuuriculim [sic]”.

Any creative minds who wish to get involved in the DONDA initiative – whether you’re a car designer, app guy or doctor – is encouraged by West to email on contactDONDA@gmail.com