Why brands should embrace their inner Kanye

A couple of months ago, whilst on location in Italy filming the second season of their Netflix show, Aziz Ansari and Eric Wareheim filmed a spoof music video for Kanye West’s new song ‘Famous’. Kanye enjoyed it so much that he officially endorsed it. 
Not long after, he launched a pop-up store selling merch for his new album. A couple of young enterprising designers created some bootleg merch and sold it to the crowds outside the store. Kanye loved it so much tha