Not that I ever spend any time whatsoever on the Herculean time pit that is Twitter (@apesontape me), but anyone on the Twitterverse last night likely picked up on Kanye West’s amazing 87-tweet manifesto in which he essentially announced he is going to change the world. Now, this situation is ripe for cynical lampooning, but it was honestly pretty refreshing and awesome to read real-time. While the eclectic tweetage included allusions to Steve McQueen, Bill Cosby sweaters, Parisian language barriers, Leonardi DiVinci and the Olympics, Kanye’s larger goal was to unveil plans for a new creative agency spanning “22 divisions with a goal to make products and experiences that people want and can afford”. The new company, titled DONDA after Kanye’s late mother, will “collectively effect the world t(h)rough design”. As Kanye noted, “we need to pick up where steve jobs left off”.

Like I said, it’s easy to jump on the critic train here and assault Kanye for the self-described “MTV-incident” and other shenanigans. You may say that I’m a dreamer, but I, for one, am all for DONDA. Sans the PR circus antics, I’ve always immensely dug Kanye’s work starting from College Dropout. And let’s not forget that before Kanye was an international celeb with gold airplanes filled with ivory bathtubs of cash, he actually worked his ass off to get where he is. Moreover, considering how banished from culture Kanye was after the Hurricane Katrina-Bush incident and the MTV situation, it’s fairly remarkable to see Kanye back in form, positive and ready to leap onto new ventures. Switching tabs from BBC to NYT’s headlines is an easy mental grave digger, so it’s also refreshing to see a capable, enabled person trying to spark positive interest in combatting those things. Perhaps it’ll end up being lip service, but Kanye’s always come through on big projects: Coachella, Watch the Throne Tour, etc. Best yet, this seems to be the furthest thing from a solo project, as Kanye said the DONDA will “need as many amazing powerful smart talented wealthy people to be involved… Come get on board… don’t just sit there… reach out”. I’m in, Mr. West.

Read the whole thing right here.