In a series of Tweets, Kanye West has revelaled plans for a new collective of creatives and developers called DONDA.
DONDA is a design company which will galvanize amazing thinkers and put them in a creative space to bounce there dreams and ideas
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…
DONDA will be comprised of over 22 divisions with a goal to make products and experiences that people want and can afford. I want to put creatives in a room together with like minds that are all waaaay doper than me. We want to help simplify and aesthetically improve everything we see hear, touch, taste and feel.
We can collectively effect the world through design. We need to pick up where steve jobs left off…
You’ll recall that last April Jay-Z dipped his toe in the editorial field with Life + Times, a lifestyle site which focuses on music, style, art & design and gadgetry. Back then I wrote, “you can see this as a half-veiled attempt by Jay’s publicist to associate him with all things ”hip” and “relevant”. Or you can see it as a natural brand extension for a guy that already permeates so much of our popular culture.”
With the benefit of hindsight, Life + Times was a very half-arsed attempt at brand extension. But, perhaps that’s an unfair comparison, becasue Life + Times never claimed to be changing the world.
DONDA on the other hand?
Even though the announcement was infused with Kanye’s trademark cocky bravado (and can be seen as a brand extension of the rapper/designer), DONDA has a real whiff of entrepreneurial excitement. One thing is certain: doubters will doubt. Haters will hate. Kanye will just keep pushing boundaries. We’ll have to watch this space.
Feel like you fit the bill to help out DONDA? Interested parties can email contactDONDA@gmail.com.