Inside Kanye West’s Creative Agency DONDA


DONDA, the creative agency founded by Kanye West and after his late mother, has been the centre of much talk recently and thanks to Vibe we get a greater insight into the ideology. Covering everything from trailer remixes for Lindsay Lohan’s thriller The Canyons to introducing a free music writing program for troubled youths in Chicago, DONDA is free of any creative boundaries witha  wide spectrum of mediums playing equally pivotal roles in many facets of society.

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 more information.