Rapper Kanye West, who legally became “Ye” in 2021, has reportedly flipped the script again. According to Page SixKanye has now changed his name to “Ye Ye” in new California business filings. His Chief Financial Officer, Hussain Lalani, submitted these documents, which list “Ye Ye” as the manager or member of several key businesses, including Yeezy Apparel, Yeezy Record Label LLC, and Getting Out Our Dreams Inc. The filings indicate that Ye Ye is now steering the ship in his business empire. Fans and market enthusiasts are watching closely as Kanye adds yet another twist to his ever-evolving brand.

Kanye Drops Clues on Social Media

Ye has not officially announced this name change to the public. However, on June 1, he hinted at a digital shift. He posted on X (formerly Twitter), “Ima finally stop using the @kanyewest twitter cause my name is Ye. Gonna start a ye account and it is what it is.”
The statement sparked waves among his followers, hinting at another possible rebranding chapter. The rapper’s decision to abandon his original Twitter handle and pivot to a new identity left many market watchers and fans buzzing about what’s next.

The Long Journey from Kanye to Ye Ye

Back in 2018, Kanye first announced his desire to go by “Ye,” coinciding with the release of his album Yerecorded mostly in Wyoming. He explained, “I wanted to do something to match my energy. I believe ‘ye’ is the most commonly used word in the Bible, and in the Bible it means ‘you.’ So I’m you, I’m us, it’s us.”
In 2021, Kanye filed legal documents to formally drop And west east and become Ye. A judge approved the request two months later. Fast forward to today, his business empire is now gradually adopting his new label “Ye Ye,” adding another layer to his complex identity.

Legal Shifts And Personal Battles

Rapper’s legal landscape has shifted rapidly. Reports suggest that Kanye has granted his wife, Bianca Censoripower of attorney to manage his business affairs. Simultaneously, several of his Yeezy employees have reportedly filed lawsuits against him. Amid these developments, his new name “Ye Ye” surfaces across official paperwork. Kanye has not commented on either the lawsuits or the power of attorney reports. Meanwhile, his former chief of staff, Milo Yiannopoulospreviously sent a letter urging the media to abandon the name Kanye West entirely. “The change was made fully, legally, and permanently. This is who he is now. His name is Ye,” Milo wrote in March 2024.

Fans React To Ye Ye’s Dramatic Rebrand, Crazy Reactions From Fans

Kanye has a huge fanbase, and his fans are having a field day with his name change. Social media exploded with reactions ranging from confusion to comic relief. “Ye or Ye Ye, who cares?” one fan wrote. Another added, “Ye Ye sounds like a guy who auto-tunes his emails.” A third commented, “Ain’t no one gonna call that sh*.”* Some joked that each time he changes his name, a new controversy soon follows. Fans are waiting to see whether Kanye will officially embrace Ye Ye in his music and public appearances or whether this is just another cryptic move.

Who is Kanye West? A Witty Snapshot

Kanye West, now possibly Ye Yeis no stranger to reinvention. From Grammy-winning rapper to fashion mogul, from presidential candidate to controversy magnet, Kanye’s career has kept market enthusiasts and fans on their toes. He built his billion-dollar Yeezy brand, collaborated with Adidas and Gap, and made headlines as much for his music as for his unpredictable social media rants. Kanye’s bold name changes reflect his relentless desire to rewrite his narrative. His story is one of power moves, personal struggles, public spectacles, and surprising pivots. Whether fans call him Kanye, Ye, or now Ye Ye, one thing is certain: he keeps the market, the media, and the music world talking.