So Long, Yeezy: Kanye West Is Rebranding Himself As “Ye,” And I’m Here For The Change

Emily Gadsby
Kanye West is rebranding himself as Ye
(Photo: Getty Images)

There are three things that are certain in this life: death, taxes, and the fact that no one on Earth loves Kanye West more than Kanye West does. 

After briefly tanking his image with a series of tweets aimed at explaining his “dragon energy” and an extremely controversial TMZ appearance, West finally emerged from his PR black hole with the release of his eighth studio album, “Ye.” 

Riding the wave of energy and excitement from releasing a critically acclaimed project, West announced his intention to completely rebrand his image, starting with a name change rich in meaning. 

Kanye West is rebranding himself as Ye

While many are quick to slam West for his seemingly impulsive, off-the-cuff remarks and his unique brand of creativity that is at times hard to digest, I see his headline-making behavior and sound bites for what they are: brilliant marketing moves. Because of the “crazy” creative genius persona he’s cultivated, both stan Twitter and the media alike jump on his every word/social media post/interview for a deeper meaning, eager to poke fun at the incredulousness of it all. 

Finally tired of his image-obsessed Yeezus brand, West decided to shorten his stage name to just Ye while killing his ego in the process. 

“I killed my ego. Who or what is Kanye West with no ego? Just Ye,” tweeted the “Gold Digger” rapper.

Be great without pride,” Ye continued. “This is new for me but it’s just how I feel now. I don’t know why. I thought my ego protected me from doubters so that I wouldn’t doubt myself but there has to be a better way to do this.”

To be honest, I’m more than here for West dropping his massive ego and shifting the media focus back to his merits as a producer and an artist. As a fan of Ye dating back to his “College Dropout” days, I think it’s time that he returns to dropping fire beats and bars instead of crafting an image of a fame-obsessed, Twitter-crazed celebrity.

 

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