And we thought Fiddy had a lock on out-there tweets this week. Last night, Kanye West took to Twitter when many of us were just staggering to bed to release a torrent of tweets, including several disjointed thoughts about the fate of the world, as well as the reveal of his new company DONDA (named for his late mother). While many a musician’s publicist would be wringing his or her hands in misery at such a turn of events, Kanye (and his crew) is likely smiling at the wave of attention his late-night ramblings have scored him.
The Twitter-spun press release (because that’s what it was, really) started off with Kanye ruminating about his involvement in the fashion scene, leading into the reveal of his new company, DONDA, named after his late mother. (Spin has a good transcript here.)
“DONDA is a design company which will galvanize amazing thinkers and put them in a creative space to bounce there [sic] dreams and ideas,” he said via Twitter, and then launched into a litany of ways that the company can change the world.
We’re not exactly sure what the company will be doing — although he says it comprises “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.”
Still, Kanye did say in the midst of the ramble: “We would also like’ to design the MTV awards.” (Psst, hit us up about the O Music Awards, dude.)
Although the rapper has got a lot of heat for: 1). The length of the Twitter dispatch, 2). The time it was sent out, 3). The randomness of its contents, 4). His lofty aspirations (“We need to pick up where steve jobs left off”), Kanye has certainly got the world’s attention. According to Mashable, “DONDA” was trending on Twitter last night, and basically every music and tech blog picked up the story this morning.
Let’s face it: Some artists can get away with Kanye-like rambles on Twitter, some can’t — it depends on your identity as a musician. Kanye has always been an eccentric Twitter user, so instead of last night’s late-night tirade becoming a PR disaster, it was a PR win for the artist. Frankly, we would have been disappointed with a nicely worded press release.
“I thought he was on-brand because he’s random and you never know what to expect from him,” says Dan Schawbel, Managing Partner, Millennial Branding, LLC. “He has the element of surprise, much like Lady Gaga does. His announcement of DONDA has already generated a lot of attention so he inadvertently used Twitter as a launching platform for the company.”
We’ve reached out to Kanye’s camp for more info on the endeavor.
By Brenna Ehrlich
Image courtesy of Flickr, Jason Persse