DONDA, the multimedia agency and brainchild of Kanye West, has been in the news pretty frequently of late. Two weeks ago the agency re-cut and scored the trailer to Lindsey Lohan's new movie, while just a week prior to that, it was announced they would be launching a free music writing program in order to help at-risk youth in West's hometown of Chicago. With the brand, just a year and a half into its existence, seemingly picking up steam, VIBE took the time out to find out more about DONDA. Read an excerpt below and head over to VIBE for the full article.
Essentially a future funnel for West’s obsession with his legacy, DONDA is poised to be the ultimate vanity project. And yet, he barely references it by name. Rather than a string of credits on an official Web site, DONDA projects are denoted by album liner notes, cryptic tweets, hashtags and Instagram photos (“NUMBERS ON THE BOARDS. NO ARTWORK. DONDA,” @virgilabloh) from his inner circle. Will this mysticism carry on to a true vision with results? Some experts are doubtful.
“When [Kanye] talks about Apple and those other companies, [he] has a very clear mission or statement in mind,” says Andres Nicholls, a partner in the brand and marketing consultancy Prophet, which lists GM, BMW and Visa as clients. “I tried to find a Web site. I couldn’t find any. He needs to formalize the vision of the company if he wants to expand to a broader consumer.” In addition to no website, DONDA no longer has a brick-and-mortar presence. Christian followed up her interview several weeks later to give an update on the DONDA office in New York: it no longer exists. “When I was there, we were just starting to set up shop, so I'm not surprised that so much has changed since I left.”