Kanye West, now legally known as Ye, has reportedly filed to update his name to “Ye Ye,” marking his second name change in a 20-year career filled with legal and personal upheavals. The move, detailed in California business documents filed by his chief financial officer, Hussain Lalani, lists “Ye Ye” as manager or member for entities like Yeezy Apparel, Yeezy Record Label LLC, and Getting Out Our Dreams Inc.
While Ye has not publicly confirmed the shift, it coincides with ongoing lawsuits from former Yeezy employees and his recent empowerment of wife Bianca Censori with power of attorney, a decision he has kept silent on.
Ye first rebranded from Kanye Omari West to “Ye” in 2018, aligning with his album Ye, recorded in Wyoming. In a 2018 interview with Big Boy, he explained, “I chose ‘Ye’ to match my energy. It’s the most used word in the Bible, meaning ‘you.’ It’s us—our good, our bad, our confusion.”
The legal change was finalized in 2021, and recently, on June 1, he announced plans to abandon his @kanyewest X account for a new one, stating, “Ima finally stop using the @kanyewest Twitter cause my name is Ye.” In March 2024, his former chief of staff, Milo Yiannopoulos, reinforced this, urging others to drop “Kanye West,” his “slave name,” citing its immense brand value.
The “Ye Ye” filing emerges weeks after Ye vowed to halt antisemitic posts on social media, following backlash that led to lost endorsements and canceled projects. His recent online rants targeted Jay-Z, Beyoncé, their children, and Taylor Swift, complicating his music industry comeback. Fan reactions on X range from amusement to skepticism, with one writing, “Ye or Ye Ye, who cares?” Another quipped, “Ye Ye sounds like an auto-tuned email,” while a third noted, “Each name change brings new venom.”
Earlier today, at 06:00 PM IST, Ye posted a cryptic Instagram story featuring the “Ye Ye” logo, sparking speculation about the change’s intent. The post, quickly shared by fans, added to the buzz around his evolving identity amid ongoing controversies.
The lack of an official explanation leaves fans and observers puzzled, with the name tweak hinting at a bold reinvention as Ye navigates his turbulent public and professional life.