Kanye West and Jay Z’s collaborative relationship has already yielded plenty of hits, a critically heralded joint album and a blockbuster tour.
Now the two hip-hop heavyweights are aligning their business endeavors.
West’s design and content house Donda has entered into a partnership with Jay’s Roc Nation, the companies announced in a joint statement on Monday. The partnership will focus on West’s international recording brand and his touring ventures.
Donda, named after West’s late mother, was launched in 2009 when he collaborated with Louis Vuitton for a footwear collection.
West officially branded the company in 2011 with the packaging and tour design for his joint collaboration with Jay Z, “Watch the Throne.”
The creative house designed two versions of West's Nike Air Yeezy sneakers, which were instant hot-sellers, and crafted two capsule lines with Parisian brand A.P.C. Donda will also work on West’s upcoming Adidas line set to debut this fall.
Donda also took a seven-screen experience to Cannes to showcase a visual companion to “Cruel Summer,” the 2012 compilation album from West’s G.O.O.D. Music imprint. The company also spearheaded the minimalist packaging and marketing for West's most recent album, “Yeezus,” which was rolled out by projecting his single “New Slaves” on buildings all over the world and producing his ambitious Yeezus tour.
Outside of West’s many projects, Donda designed the album packaging for Lil Wayne's “I Am Not a Human Being II,” 2 Chainz's “Based on a T.R.U. Story” and Pusha T's “My Name Is My Name.”
Founded in 2008 by Jay Z, Roc Nation has grown into a multi-tiered entertainment company, managing artists, songwriters, producers and engineers; a music publishing company; a film and television division; touring and merchandising branches; a new business venture; a record label; and a sports agency.