He wants to be a modern-day Renaissance man. And his latest quest for a legacy beyond hip-hop is a mysterious consortium named for his mother. Is this the movement that will propel Mr. West to the visionary status he so desperately wants? Or is this just a fantastical ego-filling dream? In a relentless search for answers, VIBE discovered it could very well be both
VIBE takes an exclusive inside look at the experimental creative agency and tribute to Kanye West‘s late mother, DONDA. The agency has on many goals and missions statements but the overaching one is to spark change across the design industry with out-of-the-box ideas led by West’s most trusted forward looking and creative thinkers.
DONDA may sound slightly absurd, but the idea wasn’t completely random. Even before his Twitter proposal, he fantasized about launching a creative clique to those in his inner circle. In 2008, during a New Zealand press conference promoting 808s & Heartbreak he talked about building art installations. Four years later, he aimed even higher. “I want to work on cities [and] amusement parks,” he said while premiering his short film, Cruel Summer, at Cannes Film Festival. “I want to change what entertainment experiences are like.”
His master plan reads like a stream-of-consciousness riff that becomes an epically ambitious screed (think Jerry Maguire’s infamous manifesto). There will be summer school programs with filmmaker Spike Jonze! An overhaul of the prison system! Nutritional consultation on achieving energy balance! Amusement parks! West tweeted: “We want to create, advertise and produce products driven equally by emotional want and utilitarian need.”
The kicker was that he intends to not just turn a profit or join the billionaire’s club. He wants to change the world through design and fill the void of late Apple cofounder Steve Jobs. A bit extreme, sure. But Kanye’s bombastic statements are expected. And for a man who secretes naked ambition and pretentious overtones from his very pores, it almost makes sense. Almost.
Check out VIBE for a full look.