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THE BOOK OF YEEZUS
10 Commandments
Image source: ClashMusic.com
June Eighteen Two Thousand Thirteen
Carrot Creative
Image source: Soundisstyle.com
The following represents key points
discussed at dd:Impact 2013. It draws
parallels between Kanye’s album
distribution strategy and the next
wave of content, a key theme of this
year’s conference.
Enjoy.
“I GOT A NEW
STRATEGY CALLED
‘NO STRATEGY’ AND
A PLAN TO MAKE
BETTER MUSIC
CALLED ‘MAKE
BETTER MUSIC’”
-KANYE WEST AT GOVERNOR'S BALL, 2013
Image source: Soundisstyle.com
BUT THAT’S
ALL PART OF
HIS STRATEGY.
Image source: trashness.com
TO LAUNCH
THIS ALBUM
Image source: Idolator.com
COMMANDMENT 1:
BUILD TRUSTKanye started with Top 40 hits that created a
strong foundation for future audiences.
Image source: Google.com
COMMANDMENT 2:
KNOW YOUR AUDIENCE
Fans today are connected, skeptical and
curious to know what he’s going to do next.
Image source: officialpsds.com
COMMANDMENT 3:
KNOW YOURSELF
Stay consistent with brand tone and
identity without being afraid to evolve.
Image source: informationng.com
COMMANDMENT 4:
BE INTERESTING
Kanye does this through controversy,
relationships and music.
Image source: Flickr
COMMANDMENT 5:
FIND THE RIGHT PARTNERS
That share a common passion or interest, even if
they may not seem like the most obvious choice.
Image source:wallmay.net
COMMANDMENT 6:
PLAN CHANNELS EARLY
Kanye understood channel impact and
released content via building projections.
Image source: YouTube.com
COMMANDMENT 7:
FIND STORYTELLERS
That help to tell the full story. Kanye did an
interview with Jon Carmanica of the NY Times.
Image source: NYTimes.com
COMMANDMENT 8:
EMPOWER THE CREATORS
While giving the curators content to share.
The plain album asks fans to “add graffiti.”
Image source: YeezyGraffiti.com
COMMANDMENT 9:
GET OUT THERE
Kanye’s appearances create opportunities for
others to create content around the album.
Image source: Instagram.com
COMMANDMENT 10:
HUSTLE
Never underestimate the power of hustle.
Image source: idolator.com
Image source: Idolator.com
BROUGHT TO YOU BY:
@CarrotCreative
@AmandaKRue
Core concepts reflect key topics of discussion outlined at dd:
Impact, a bi-annual conference showcasing digital innovation
that fundamentally disrupts, evolves and advances business
and culture. Kanye’s strategy is an excellent example that
brings to life discussion points outlined in this year’s theme,
“Groundswell” reflecting the next wave of campaigns,
curators, storytelling and media.

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The Book of Yeezus by Carrot Creative

  • 1. Text THE BOOK OF YEEZUS 10 Commandments Image source: ClashMusic.com June Eighteen Two Thousand Thirteen Carrot Creative
  • 2. Image source: Soundisstyle.com The following represents key points discussed at dd:Impact 2013. It draws parallels between Kanye’s album distribution strategy and the next wave of content, a key theme of this year’s conference. Enjoy.
  • 3. “I GOT A NEW STRATEGY CALLED ‘NO STRATEGY’ AND A PLAN TO MAKE BETTER MUSIC CALLED ‘MAKE BETTER MUSIC’” -KANYE WEST AT GOVERNOR'S BALL, 2013 Image source: Soundisstyle.com
  • 4. BUT THAT’S ALL PART OF HIS STRATEGY. Image source: trashness.com
  • 5. TO LAUNCH THIS ALBUM Image source: Idolator.com
  • 6. COMMANDMENT 1: BUILD TRUSTKanye started with Top 40 hits that created a strong foundation for future audiences. Image source: Google.com
  • 7. COMMANDMENT 2: KNOW YOUR AUDIENCE Fans today are connected, skeptical and curious to know what he’s going to do next. Image source: officialpsds.com
  • 8. COMMANDMENT 3: KNOW YOURSELF Stay consistent with brand tone and identity without being afraid to evolve. Image source: informationng.com
  • 9. COMMANDMENT 4: BE INTERESTING Kanye does this through controversy, relationships and music. Image source: Flickr
  • 10. COMMANDMENT 5: FIND THE RIGHT PARTNERS That share a common passion or interest, even if they may not seem like the most obvious choice. Image source:wallmay.net
  • 11. COMMANDMENT 6: PLAN CHANNELS EARLY Kanye understood channel impact and released content via building projections. Image source: YouTube.com
  • 12. COMMANDMENT 7: FIND STORYTELLERS That help to tell the full story. Kanye did an interview with Jon Carmanica of the NY Times. Image source: NYTimes.com
  • 13. COMMANDMENT 8: EMPOWER THE CREATORS While giving the curators content to share. The plain album asks fans to “add graffiti.” Image source: YeezyGraffiti.com
  • 14. COMMANDMENT 9: GET OUT THERE Kanye’s appearances create opportunities for others to create content around the album. Image source: Instagram.com
  • 15. COMMANDMENT 10: HUSTLE Never underestimate the power of hustle. Image source: idolator.com
  • 17. BROUGHT TO YOU BY: @CarrotCreative @AmandaKRue Core concepts reflect key topics of discussion outlined at dd: Impact, a bi-annual conference showcasing digital innovation that fundamentally disrupts, evolves and advances business and culture. Kanye’s strategy is an excellent example that brings to life discussion points outlined in this year’s theme, “Groundswell” reflecting the next wave of campaigns, curators, storytelling and media.