Entertainment
Kanye West Switches It Up Again — Here’s Why He’s Now ‘Ye Ye’
Kanye West, the ever-evolving rapper and fashion mogul, is once again making headlines, this time for tweaking his identity. Just four years after officially changing his name from Kanye Omari West to “Ye,” the billionaire artist has now adopted a fresh moniker: “Ye Ye.”
According to Page Six, documents filed in California reveal that the new name appears across several of his companies. The filings, submitted by Hussain Lalani—CFO of West’s business empire—list “Ye Ye” as the updated manager or member name on corporate records for entities like Yeezy Apparel, Yeezy Record Label LLC, and Getting Out Our Dreams Inc.
It’s not the first time Ye has made a bold move regarding his identity. In 2021, he dropped all his legal names in favor of the simple and symbolic “Ye,” a name he once said reflects the most commonly used word in the Bible and his personal philosophy. Now, with “Ye Ye,” it appears he’s doubling down on the minimalist brand while keeping fans guessing.
Earlier filings reportedly used the name “Ye West,” indicating that the shift to “Ye Ye” is recent and strategic. Whether this signals a new era of creative direction, a personal reinvention, or a marketing twist ahead of his next business or musical release, one thing is certain: Ye isn’t done transforming.
As with most things Kanye, the reasoning behind the change hasn’t been publicly explained. But if history is any guide, the world will find out, eventually, on Ye’s own terms.
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