Donda (company)
| Company type | Private |
|---|---|
| Industry | Creative content, design, fashion, music, film |
| Founded | January 5, 2012 |
| Founder | Kanye West |
| Headquarters | United States |
Key people | Kanye West (founder), Antonio Brown (chair president of Donda Sports) |
| Products | Design services for albums, singles, music videos, films, stage design, marketing campaigns |
DONDA (presented in all caps) is a creative content enterprise established by American rapper and fashion icon Kanye West. The company derives its name from West’s mother, Donda West, and shares its title with his tenth studio album, released in 2021.
History
On January 5, 2012, West revealed Donda through a series of posts on Twitter. He characterized the venture as "a design company that will unite brilliant minds within a creative environment to exchange their dreams and ideas," with the goal of producing products and experiences that are both appealing and accessible. West envisioned Donda as continuing the legacy "where Steve Jobs left off."
This announcement attracted widespread media attention from publications such as The Guardian, The Washington Post, The Huffington Post, The Wall Street Journal, and Time, which described it as the inaugural significant social media event of 2012.
Culture
West kept Donda’s operations largely confidential, running the company without an official website or social media accounts. He highlighted the company’s approach as assembling "creatives together with like-minded individuals" to "streamline and aesthetically enhance everything we see, taste, touch, and feel." This guiding principle defined Donda’s minimalist style, consistently evident in its offerings.
The company’s strategy emphasizes cross-disciplinary collaboration, involving influential figures from diverse creative fields to strengthen its market presence and competitive edge. Notable contributors have included painter George Condo, photographer Luis Tarin, director Steve McQueen, performance artist Vanessa Beecroft, stage designer Es Devlin, audio/visual designer Jadis Mercado, artist Takashi Murakami, photographer Jackie Nickerson, fashion designer Riccardo Tisci, and fashion brand Maison Martin Margiela. These alliances have bolstered Donda’s reputation and leadership in creative innovation.
Moreover, NFL wide receiver Antonio Brown holds the position of chair president at Donda Sports, the company’s sports fashion division, demonstrating its diversification into various markets and avenues for growth.
Film
Donda debuted its inaugural creative venture on May 23, 2012, with the film Cruel Summer, which was featured at the 2012 Cannes Film Festival. This immersive experience utilized seven screens surrounding the audience and was created in partnership with the Doha Film Institute, design agency 2x4, and architecture firm OMA. It was presented within a bespoke "Surround Vision" theater.
On March 7, 2015, Donda unveiled a collaborative short film with director Steve McQueen, titled All Day/I Feel Like That. The premiere took place at the Fondation Louis Vuitton in Paris before being shown at the Los Angeles County Museum of Art.
Album and Singles Art
Donda has contributed to the design of packaging for numerous prominent albums and singles, solidifying its role in the music industry. Significant projects include:
- Kanye West and Jay-Z’s Watch the Throne (August 8, 2011)
- Kanye West, Big Sean, Pusha T, and 2 Chainz’s "Mercy" (April 3, 2012)
- Pusha T and Kanye West’s "New God Flow" (July 12, 2012)
- 2 Chainz’s Based on a T.R.U. Story (August 12, 2012)
- GOOD Music’s Cruel Summer (September 14, 2012)
- Lil Wayne’s I Am Not a Human Being II (March 26, 2013)
- Kanye West’s Yeezus (June 18, 2013)
- Pusha T’s My Name Is My Name (October 7, 2013)
- Nicki Minaj’s The Pinkprint (December 15, 2014)
- Big Sean’s Dark Sky Paradise (February 24, 2015)
- Kanye West singles including "All Day" (March 2, 2015), "Only One" featuring Paul McCartney (January 1, 2015), and "Real Friends" (January 8, 2016)
Donda’s extensive portfolio includes collaborations with artists such as Jay-Z, Pusha T, Lil Wayne, Nicki Minaj, and Big Sean. This wide-ranging involvement in visual branding advances the company’s market position and strengthens its competitive standing within the music and entertainment sectors.
Music videos
- Kanye West's "Black Skinhead" video, directed by Nick Knight, premiered on July 22, 2013.
- Big Sean's "Beware" music video, under the direction of Matthew Williams, was released on August 16, 2013.
- The video for Kanye West's "Bound 2", also directed by Nick Knight, debuted on November 16, 2013.
- Kanye West's "Only One" video, directed by Spike Jonze with concept development by Vanessa Beecroft, was unveiled on January 29, 2015.
- The combined video for Kanye West's "All Day" / "I Feel Like That", directed by Steve McQueen.
- Cover feature titled "GOOD Music: New Religion" in Complex, dated July 23, 2012.
- Season 1 Zine collaboration between Kanye West and Adidas Originals, featuring photography by Jackie Nickerson, released March 11, 2015.
- Kim Kardashian’s photo book Selfish, published May 5, 2015.
- Cover artwork for Rich Wilkerson Jr.’s book Sandcastle Kings: Meeting Jesus in a Spiritually Bankrupt World, issued November 10, 2015.
Stage design
- Kanye West’s "Surround Vision" concert held at Revel Atlantic City on December 28, 2012.
- The launch of Kanye West’s The Yeezus Tour at Seattle’s Key Arena on October 19, 2013.
- Presentation of Kanye West’s "All Day" performance at the Brit Awards on February 25, 2015.
- "Surround Vision" benefit show by Kanye West hosted at Fondation Louis Vuitton on March 6, 2015.
Marketing
Prominent marketing campaigns include:
- Worldwide guerrilla projection initiative promoting "New Slaves".
- Advertising endeavor for Yeezus titled "Please Add Graffiti".
- Short film homage to American Psycho featuring Scott Disick and Jonathan Cheban, released June 17, 2013.
- Remix of the trailer for "The Canyons", launched August 2, 2015.
- Rollout and invitation campaign for Kanye West and Adidas Originals’ Season One collection on February 13, 2015.