“I don’t want to say (these) really big over-the-top statements that end up getting quoted,” said Kanye West, in an ostensible attempt at self-filtering that was quickly forgotten when he got to the topics of Apple, Samsung, and, of course, his celebrity wife. Engaging West in conversation during his surprise appearance at this year’s Cannes Lions (for the seminar “Technology, Culture, and Consumer Adoption: Learning to Read the Cultural Landscape”) were Translation CEO Steve Stoute and venture capitalist Ben Horowitz.
A prolific, award-winning musical artist before his engagement and subsequent marriage to celebutante Kim Kardashian, West is well known for his outspoken beliefs, including his quest to bring his brand of taste and refinement to the uncultured masses. West explained his desire to elevate the lives of the common citizenry, equating himself to the late Steve Jobs in the process.
“People are less about the brand and more about self-confidence and how the brands can assist them, similar to what Steve (Jobs) was doing with tech,” West said. “This is my goal in lifestyle, in everyday life—to change the idea of what luxury is. Because time is the only luxury. It’s not all these brands that we just drove by that are somehow selling our esteem back to us through association.”
West also commented on the recent Apple acquisition of Beats by Dre, saying that even though the move may have been influenced by (Apple competitor) Samsung’s collaboration with rapper Jay Z, he would stand by what he perceived to be the top brand.
“There would have been no Beats deal without the Samsung deal. It showed the No. 1 company the importance of connecting with culture,” said West. “The reason I said I didn’t like Samsung particularly is because throughout my entire life, because of how my parents raised me, I have to work with the No. 1. I can’t work with anyone but Jay Z, because he’s No. 1. I can’t be with any girl but Kim, because that’s the girl whose pictures I look at the most and get turned on by. I’m not going to represent any company but Louis Vuitton, because that’s No. 1. … Samsung is not quite Apple, but it showed that Jimmy [Iovine] and Dre would be able to connect with the No. 1 influencers.”
