With the recent announcement that Hype Williams will be directing Kanye Wast’s film version Yeezus, the progress of the “New Slaves” rapper’s other ambitious project, DONDA, has been rather quiet.
Described by West as a multi-discipline design and content company, DONDA has entered into a partnership with Roc Nation to manage all DONDA Music.
According to a statement from Def Jam, the partnership will focus on the rapper’s international recording brand and worldwide touring ventures.
A multi-discipline design and content company, DONDA saw its early beginnings seeded by the 2009 footwear collaboration with fashion house Louis Vuitton. That collaboration spurred demand for Mr. West’s design sensibilities with fashion and apparel brands around the globe, including Nike and Adidas. DONDA continues its influence in the world of apparel: two versions of the Nike AIR YEEZY – each of which has sold out worldwide in just minutes – two celebrated capsule lines with Parisian brand A.P.C. – also instantly sold-out – and the highly-anticipated new line with Adidas, slated to debut this fall.
Mr. West officially branded DONDA in 2011 with the groundbreaking packaging and tour design for Watch The Throne. The following year, DONDA conceptualized and introduced an immersive new way to experience cinema: the 7-Screen Surround Vision experience in Cannes, France. The short film Cruel Summer, a visual companion to the G.O.O.D. Music album of the same name, employed the new techniques in both filming and viewing. In 2013, DONDA oversaw the concept and design for Mr. West’s minimalist YEEZUS album packaging and groundbreaking global launch, including a guerilla-marketing campaign, the “New Slaves” projections. DONDA has designed and produced album packaging, staging, music videos and content for Lil Wayne, 2 Chainz, Big Sean, Pusha T and more.
Joining forces with his big brother Jay-Z appears to be a smart move for Kanye.
The “Black Skinhead” emcee has said in numerous interviews that his main inspiration for his critically acclaimed 2011 album Watch The Throne was to be around Hov to absorb his business savvy.