For more than 20 years, Kanye West, who goes by the name Ye as of this year, has entranced the public with colorful reinventions, musical left-turns, and an increasingly long list of new names. From “The Louie Vuitton Don” to “Yeezy” and, of course, “Ye,” his public persona has evolved in tandem with his art. But newswires started circulating with rumors of a new name, “Ye Ye,” that had fans and media scratching their noggins. Now, Ye’s crew is clearing the air.
Despite those viral whispers, Ye has not changed his name to “Ye Ye.” The confusion has come from bad recent business filings in California, where documents for companies connected to him, like Yeezy Apparel and Yeezy Record Label, LLC, listed “Ye Ye” as the manager. The redundant screen name had many on DMV Unplugged, thinking Ye was altering his public name again.
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A Ye representative confirmed that the firm had asked for a name and a surname. The Wikipedia page New York Ye Design was trying to evoke breaks down the pre- and post-rechristening of Ye, with the new “Ye Ye” listed as a separate item. This wasn’t a cheeky rebranding or a cultural Easter egg but was the calculus of administration.
Ye first formally assumed the mononym in 2018, delivering a slyly spiritual tweet about the switch, “The being formally known as Kanye West. I am YE.” It was a personal and creative turning point when he started expressing his identity as an individual with bare, unapologetic rawness, all spiritually connected. Since then, the name Ye has adorned everything from album sleeves to merchandise drops and even social media bios. Though his clothes and textures may change, Ye is a statement.
So, though “Ye Ye” may have caused a panic, some fans can breathe easily again, and it’s not the beginning of the renaissance of the nickname. It’s just another example of paperwork colliding with pop culture. In an era when any filing is a headline and any name change is a news event, Ye, yet again, proves that even doing nothing is enough to whip up a tempest.
