LET'S TALK ABOUT YE..
For the last 2 years, MATTE has become a creative partner for Ye and his team. From ideation to production, our relationship covers the full spectrum of Ye’s artistic output—Ye as a performer, Ye as a designer, Ye as a maker of things.
Whether it be OOH stunts, performance art or meticulously crafted imagery, stories, and experiences, the pace of the Ye relationship has been ride-or-die and built on a shared language of what drives culture forward.
MATTE led creative production for the livestream of the Kanye x Drake
“Free Larry Hoover” concert, as well as production for the after-film.
Working directly with Kanye's team, show creatives, plus Amazon and IMAX stakeholders, MATTE oversaw the creative production of the film capture—from pre-visualizing the shot list in Unreal Engine, to hiring the key personnel, and overseeing post-production.
This was the first concert to ever be streamed directly to IMAX.
A HISTORIC MOMENT IN HIP HOP
Putting a multi-year feud to rest, Kanye West and Drake performed a benefit concert dedicated to raising awareness for prison and sentencing reform.
TWO-AND-HALF HOURS OF PURE PERFORMANCE ART
Thousands of fans gathered for the show at the Coliseum in LA, which had been transformed into a futurist, celestial dreamscape. Both Kanye and Drake worked through their vast catalogue iconic tracks, feeding off each other’s energy.
Working directly with Kanye’s team, show creatives, plus Amazon and IMAX stakeholders, MATTE oversaw the creative production of film capture.
BROADCAST TO OVER 240 COUNTRIES VIA AMAZON PRIME VIDEO
The concert was also broadcast on the Amazon Music app and the Amazon Music Twitch channel. At the time of its release, the concert was the most watched livestream in the history of the channel with over 334,000 concurrent viewers.
“IT FELT LIKE A DREAM. IT FELT SURREAL. IT WAS SOMETHING I ALWAYS WANTED TO DO, BEING ONSTAGE WITH MY IDOL AS HE’S RUNNING THROUGH ONE OF THE BEST CATALOGUES IN MUSIC, PERIOD.”
An army of Kanye West clones took over New York in the lead up to the DONDA deluxe album drop. Wearing a uniform of prosthetic masks, YZY Gap jackets, and Balenciaga hats, clones were spotted all over the city from Central Park West to Balthazar.
MATTE led creative development and design for the stage graphics and lighting design for Kanye West’s DONDA launch tour in direct partnership with Kanye's team.
9 CITIES AROUND THE WORLD
In a partnership with YZY x Gap, giant billboards and projections appeared at landmark destinations across the globe. Viewers could scan for purchase opportunities and more info about the drop—easily one of the most coveted drops of recent memory.