Kanye West Unveils New Company DONDA During Twitter Tirade

5 January 2012, 08:46 | Updated: 5 January 2012, 09:54

The rapper is hoping to create "products and experiences" for people around the world.

Kanye West has revealed that he has established a new design company DONDA during a lengthy series of messages on Twitter.

The 'Watch The Throne' star said the company, which is named after his late mother who died in 2007, will create "products and experiences" for people.

"DONDA is a design company which will galvanize amazing thinkers and put them in a creative space to bounce there dreams and ideas," Kanye wrote on Twitter.

The rapper, who posted the messages from London in the early hours of this morning (5th January), said the company was actively seeking to hire creative people within 22 divisions, including architects lawyers, nutritionists, scientists, graphic designers and producers.

He added: "I want to put creatives in a room together with like minds that are all waaaay doper than me.

"We want to help simplify and aesthetically improve everything we see hear, touch, taste and feel."

Kanye's tirade on Twitter overnight follows the conclusion of the rapper's recent joint 'Watch The Throne' tour with Jay-Z.