The official release of Kanye West's newest album Yeezus yesterday was highly anticipated, not just because the fans have wanted new music from him, but because he and his creative company, DONDA, named after his late mother, executed a brilliant marketing plan leading up to it. DONDA was announced on January 5, 2012 over Twitter, when Kanye said that his vision for the 22-division+ company was "to dream of, create, advertise and produce products driven equally by emotional want and utilitarian need.. To marry our wants and needs."
Since then, Kanye's been less active on Twitter but no less active in creating. While he's had many projects in the past presumably done by the designers and thinkers within DONDA, the ones we've compiled are the ones explicitly stated as DONDA projects from the outset. Did you forget that DONDA designed Lil Wayne's and 2 Chainz's latest album covers? Did you forget that they took GIF album and single covers to the next NEXT level?
Kanye said, “We can collectively [affect] the world through design. We need to pick up where Steve Jobs left off.” DONDA started with the seven-screen Cruel Summer film from last year's Cannes Film Festival and has continued to champion minimalism, authenticity, and simplicity with the rollout of Yeezus, which included a "Please Add Graffiti" street art campaign (that spread virally online) and projections of "New Slaves" on buildings all over the world. As you'll notice from the progression of DONDA's work, Kanye and his team of experts are just getting started, and that's what the rollout of Yeezus showed us.
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The Complete History of DONDA's Work So Far