Kanye West unveils DONDA on Twitter

Kanye West made more than 70 posts on Twitter in a three hour period Wednesday night, announcing his new design company named for his late mother, DONDA.

In characteristically bombastic fashion, the 34-year-old rapper outlined plans to continue the work of Apple CEO Steve Jobs, charging himself with a lofty goal: “aesthetically improve everything we see, hear, touch, taste and feel.” His 22-division endeavor will employ a wide range of experts, from artists and tech gurus to nutritionists. Though outside of clothing, in which Kanye has previously dabbled, it is currently unclear just what DONDA will design.

Short on details but big on dreams, Kanye made clear his desire to design the “MTV awards” and even work with scientists and governments to fix prison and education systems, which he described as “broken.” In perhaps his most inspired tweets, Kanye spoke of creating new school curriculums that will give students real world skills, though some teachers might not approve of letting students use iPhones and search engines to help complete their work.

Of course, there were also some classic Kanye moments, like when he announced he’d like to be the creative director on a new movie adaptation of the cartoon series The Jetsons. He also alluded to a presumed movie project releasing this year he calls “2016 Olympic’s,” which may or may not be related to the Summer Games in Rio de Janeiro. Knowing Kanye, he’ll probably be tweeting more to clarify.

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