American hip-hop mogul Kanye West has launched an epic rant on Twitter, posting dozens of colourful and cryptic but ultimately hopeful messages, on everything from his jones for fashion to his quest to change the world.
Never shy about expressing himself, the multi-Grammy winner went on an 86-tweet bender in the space of about three hours, according to his verified account on the micro-blogging site.
West wrote about everything from his late mother to his goal of reshaping the American school system, as well as his aspiration as a future design dervish to "pick up where Steve Jobs left off".
"I just wanted to share what's been on my mind," he wrote near the end of his flurry, which received prominent coverage in US entertainment media.
West wrote at length about his new company _ named Donda after his mother, who died in 2007 - saying its goal is to "make products and experiences that people want and can afford".
The firm aims "to help simplify and esthetically improve everything we see hear, touch, taste and feel," West tweeted.
It also will allow him to "dream of, create, advertise and produce products driven equally by emotional want and utilitarian need".
West's messages dropped names like Michael Jackson and director Spike Jonze as well as fellow hip-hop tycoons Jay-Z and Dr Dre.
But his sometimes grammatically-challenged tweets mostly focused on his new company and its potential global impact.
"We need scientist and top world designers to directly affect governments," he tweeted, adding that he was "assembling a team of architects, graphic designers, directors musicians, producers, AnRs, writers, publicist, social media experts ... app guys, managers, car designers," and others.
"We can collectively effect the world trough design. We need to pick up where steve jobs left off.''
He added: "We would also like to design the MTV awards,'' without alluding to the fact that he disrupted its ceremony in 2009 by leaping onstage during an acceptance speech by budding superstar Taylor Swift, and grabbing the mic from her.
West sounded like he was well beyond that embarrassing episode, and is focusing his energies beyond even musical ventures like his multi-million-selling Late Registration and My Beautiful Dark Twisted Fantasy.
"What good is fame and prestige if you can't use it to help people,'' he wrote.
"If you have an apple and I have an apple and we exchange these apples then you and I will still each have one apple," he said, alluding to a famous quote attributed to Irish playwright George Bernard Shaw.
"But if you have an idea and I have an idea and we exchange these ideas, then each of us will have two ideas."