Donda: The Beginning of the Merchandise Era of Ye

Fashion

Mar 7

WORDS, GRAPHICS & PHOTOS BY ASHA MONÉ

When you from the bottom and you workin’ hard, Just to get the top, then they gotta respect it. -Kanye West, “Off The Grid”

Kanye West’s Donda Listening Event at Soldier Field in Chicago, Illinois | Photographed by Asha Moné

THE ARTIST FORMALLY KNOWN AS “KANYE WEST”

Unless you have been living off the grid for the last 3 years , you have seen Grammy award winning artist, Kanye West, come across your timeline.

While we are living through tough times, a pandemic, pending financial crisis, the possibility of WWIII and ridiculous gas prices, we can always count on Kanye West, now Ye, for a creative experience and an emotional outburst.

Currently we are experiencing the “Donda” era of Ye; 2 years of internet users downloading, streaming and pirating an unfinished and ever-changing album packaged with stadium sized listening parties. More sold out sneakers and now merchandise collaborations with American retailer, Gap, and luxury fashion house, Balenciaga.

Donda Era

His ability to monetize his creative thoughts and seamlessly merge fashion and music is incredible. I am aware of the Ye’s complexity. We are all watching “jeen-yuhs: A Kanye Trilogy” and getting Ye’s Instagram notifications in real time. I’m just as tired as you are. It’s hard to separate his artistic aspiration with his controversial outburst and actions. While all of that is the case, I would be lying if I said Kanye West is not one of a kind.

Merch line disbursing before Kanye West’s Donda listening event at Soldier Field in Chicago, Illinois | Photographed by Asha Moné

“You are a celebrity. So basically what's going to happen is there's product here, and this is where you end up right here. If you can communicate this product, you can make money off the product,'" Kanye recounts. "Look at [Lady] Gaga. She's the creative director of Polaroid. I like some of the Gaga songs. What the fuck does she know about cameras?” - Kanye West, “BBC Radio Interview”

Ye is one of the best creative minds the 21st century has ever seen without question.

As one of the many fans that flew out to Chi-town to see Ye perform , I know the lengths his fanbase is willing to go in an effort to be apart of his capitalist and artistic expression. Hell, I’m that fan.

Last August, EDD was over for most people and I was still standing in a 5 hour merch line surrounded by hundreds, jumping gates and fighting with resellers over a $200 “Balenciaga/ Gildan” hybrid long sleeve.

By the world wide web’s estimations, Ye made an estimated $7 million in merchandise sales from the “DONDA” listening experiences, on top of the $12 million on ticket sales.

$7 million dollars off of merchandise alone is a game changer.

In 2018 Billboard announced that bundling (they are banning it now), along with Youtube views, would be counted with singles and album sales. Knowing that most artist make their money from merchandise, Ye has showed artist that they can change their direct to consumer marketing. Since the releases of “Yeezus” and “Life of Pablo,” Ye has made it a right of passage to change the way fans consume his art and how artist make a lasting impression on the culture of music.

Kanye West at “Free Hoover” Benefit Concert at Los Angeles Coliseum | Photographed by Asha Moné

This era of Kanye West has been a blessing and cursed with product after product of memorabilia and social media antics. With the help of the Yeezy design team, Demna Gvasalia of Balenciaga and Gap, Ye has had a lot of hands in the mix. I expected a lot, but, unfortunately this time around, there are more misses than hits.

Welcome to a special 2022 edition of “Best of Artist Merch” by Asha Moné

Kanye West was a must.

Kanye West Merchandise 2022 — Donda Era Merchandise by AshaMone.com

Special honorable mention to the steam player because it might be the missing link to artist getting paid for their work instead of the messily possible 12% streaming allots them. This little Alien vs Predator version of a sand dollar made Ye an estimated $2 million dollars in three days and eliminated Ye’s need to use a major streaming platform for his up and coming music release. It may not be a garment, but it’s merchandise.