Kanye West, the rapper now legally known as Ye, is reportedly preparing to launch YZY memecoin despite recent controversies, corporate boycotts, and his prior claims of rejecting crypto projects. According to Coindesk, the token will allocate 70% of the supply to Ye personally, with 10% reserved for liquidity and 20% for the investors.
The move follows Ye’s escalating tensions with mainstream platforms like Shopify, which banned Yeezy merchandise over antisemitic rhetoric and mirrors Donald Trump’s TRUMP memecoin strategy, which granted the President an 80% stake.
From Shopify Ban to Crypto Ambitions
Ye’s push into crypto emerges as a direct response to his severed ties with corporate partners. In later 2024, Shopify terminated Ye’s Yeezy e-commerce store after he listed a T-shirt featuring a swastika, which resulted into a fallout after his repeated self-identification as a “Nazi” and praise for Adolf Hitler.
In 2022, Adidas also decided to end its $1.7 billion-per-year Yeezy partnership over antisemitic remarks, which costed Ye an estimated $1.6 billion in net worth. The YZY token, branded as the official currency for Yeezy purchases, aims to find a way around traditional platforms by leveraging blockchains censorship resistant infrastructure.
Trump-Inspired Tokenomics and Market Risks
The YZY token structure is mirroring the Trump’s TRUMP memecoin, which is allocated 80% of its supply to a TRUMP-linked entity. Ye initially demanded an 80% stake but settled at 70% after negotiations, according to a project insider. Critics warn such centralized allocations pose significant risks: insider-held tokens often lead to volatile price swings if founders liquidate holdings.
Similar concerns recently erupted in Argentine after President Javier Milei endorsed LIBRA token which collapsed as a pump-and-dump scheme, triggering political upheaval. It is being speculated that YZY’s launch was delayed to avoid proximity to this scandal. Some rumors suggest that the token is set to launch on February 22, 2025 but there has been no official announcement yet.
Utility or Hype?
While YZY is being marketed as a payment method for Yeezy merchandize, its utility remains speculative. Celebrity memecoins frequently prioritize hyper over functionality, a pattern Ye previously condemned.
In February 2025, he tweeted, “COINS PREY ON THE FANS WITH HYPE,” claiming he rejected a $2 million offer to launch a token. This contradiction raises questions about YZY’s long-term viability, particularly given Kanye West’s erratic public behavior and fading commercial partnership.
Industry Skepticism for Kanye West’s token
Crypto analysts highlights YZY project’s red flags, which include its lack of technical whitepaper and reliance on Ye’s embattled brand. Adidas Yeezy’s legacy as a $2 billion sneaker empire contrasts sharply with Kanye West’s current ventures, which lack institutional backing.
Meanwhile, Trump’s TRUMP token, which also has been criticized for its ownership structure, benefits from political funding which will be absent in Ye’s model.
As YZY token makes its way through ethical and financial scrutiny, its success hinges on Kanye West’s ability to rehabilitate his image and deliver proper utility.
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