The artist formerly known as Kanye West has once again rebranded.
Newly surfaced business documents filed in California have revealed that the rapper, 48, appears to have quietly changed his legal name once again, per Page Six.
The change surfaced in paperwork submitted by his chief financial officer, Hussain Lalani, on behalf of several of West’s companies.
And while many of us are aware that the rapper changed his name to "Ye" - he apparently thinks it is so nice, he's named himself twice, as the controversial music star is know reportedly going by the name “Ye Ye.”
From “Kanye Omari West” to “Ye” to “Ye Ye”
This isn’t West’s first identity switch-up. Back in 2021, he famously dropped Kanye Omari West for the mononym Ye. He explained the shift in court documents as being for “personal reasons.”
The name aligned with his 2018 album Ye, and at the time, he declared on X, “I am YE,” adding: “The being formally known as Kanye West.”
He doubled down on the biblical reasoning in a Big Boy interview, saying: “‘Ye’ was the most commonly used word in the Bible. In the Bible, it means ‘you.’ So I’m you, I’m us, it’s us. It went from Kanye, which means the only one, to just Ye. Just being a reflection of our good, our bad, our confused, everything.”
Businesses Are Already Reflecting the New Name
The latest filing shows that his clothing line, Yeezy Apparel, as well as his music companies — Yeezy Record Label LLC and Getting Out Our Dreams Inc — have updated internal documents to refer to him as “Ye Ye", per Page Six.
These changes were included in a “Statement of Information” submitted to California’s Secretary of State.
Previously, West was listed in filings as “Ye West.” The upgrade to “Ye Ye” marks yet another evolution in his public and business identity. One of his key companies, Ox Paha Inc., which has submitted hundreds of trademark applications on his behalf, now also lists his name as “Ye Ye.”
Still No Public Announcement — But He’s Not Happy Being Called “Kanye”
Despite the legal filings, Ye has yet to formally announce the switch to “Ye Ye” on social media. However, he’s made it clear that using his birth name is off-limits.
He stormed out of a recent interview with Piers Morgan, allegedly over being called “Kanye.”
Piers later posted on Instagram: “I interviewed Kanye West again today. As I expected, given what I’ve said about him recently, it didn’t last long or go well. This was him right before he stomped off like a big baby before I could ask him why he’s become a vile, Hitler-loving, Nazi-slathering, anti-Semitic pr**k.”
After a fan pointed out on X that the name-calling likely triggered his walkout, Morgan clapped back: “His X account name is @kanyewest.”
Ye responded on June 1 by tweeting: “Ima finally stop using the @kanyewest twitter cause my name is Ye… Gonna start a ye account and it is what it is.”
West’s chief of staff, Milo Yiannopoulos, has gone to bat for him in recent months, demanding that platforms, publications, and data services respect the name change. In a letter obtained by Page Six, Yiannopoulos wrote: “Ye is one of the most recognizable people in the world, on par with presidents and popes.”
He added, “He didn’t take the decision to change his name, potentially sacrificing some of the immense value captured by the brand of ‘Kanye West,’ lightly. The change was made fully, legally, and permanently. This is who he is now. His name is Ye.”
The letter continued: “He has on several occasions referred to it as his slave name. Ye is a black man in America who wants the right to full self-determination just like everyone else.”
New HQ and Old Controversies
In the same filing, the business addresses for Ye’s companies have been updated.
They’ve moved from a burnt-down church in Northridge to a $6.7 million office building on trendy Melrose Avenue in Los Angeles — property Ye purchased through Ox Paha in March 2023, The Sun reports.
That building, however, hasn’t exactly thrived. It’s been sitting idle, and earlier this year, police were called after a swastika was painted on the exterior — an incident that followed Ye’s previous antisemitic outbursts on X.
Meanwhile, Bianca Censori Launches Her Own Brand
While Ye is busy rebranding himself — again — his wife Bianca Censori is stepping into the spotlight on her own terms.
The Australian model, 30, known for her boundary-pushing wardrobe and public displays of affection with Ye, has quietly launched her own company.
Bianca Censori Inc. was registered in California last month. She’s also set up a separate business using her full name back home in Alphington, an upscale suburb of Melbourne, Australia.
Interestingly, her chief financial officer is also Hussain Lalani, the same exec handling Ye’s paperwork. Lalani is reportedly a specialist in cosmetic treatments, sparking speculation that Censori may be eyeing the beauty industry.
Despite her business success, one of her latest outfits had social media users calling for her arrest... again.