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Kanye West’s vision for the world’s next media-art form pushing company DONDA has been garnering much media hype recently, yet little is known of the talented collective. All we know is the projects they’ve out put since the founding over a year and a half ago , (2 Chainz album cover, Big Sean’s packaging of Hall of Fame & music videos, Lil Wayne’s I Am Not A Human Being II album cover.) The team has a niche for being minimalistic saying a lot with less. Vibe got the inside scoop in this investigative article which can be read in its entirety HERE, below is a snippet that talks the teams mystic approach to marketing:
“Marketing is usually so much about ‘reach,’” says Patrick Ehrlund, creative director of B-Reel, the company that produced West’s 2012 commercial for the Cruel Summer album. “Because Kanye West is such a strong brand, you don’t necessarily have to worry about reach, because it will always reach people. So it’s about how you affect people. Visuals have become a much more permanent and visible part of hip-hop. I think it’s amazing that artists are exposing people that might not be exposed to these kinds of artistic things.”
It may be unrealistic to expect DONDA to run like a traditional business and actually attempt to attract media attention. Especially since Kanye has become more paranoid about his message being misinterpreted. The true test will be marrying his laissez-faire approach with the eventual need to gain investors if he’s serious about turning DONDA into a conglomerate.
“From a funding point of view, it can be a challenge when you have people who aren’t used to thinking outside the box,” says Jessica Irish, director of academic affairs at Parsons’ School of Art, Media and Technology.
