Kanye West is king when it comes to merch.
The rapper generated a reported $7 million in revenue from merchandise sold in-person at his second DONDA listening event at Mercedes-Benz Stadium in Atlanta on Aug. 5, according to Billboard.
The merch included bulletproof vests with “DONDA” on the back, as well as long sleeve black tees with a cross inside a Star of David.
#donda merch #kanye pic.twitter.com/Rqt00XeUWx
— Owen Rogers (@iamowenrogers) August 5, 2021
More DONDA Merch 👀 pic.twitter.com/WUwODeZfnO
— HypeNeverDies (@HypeNeverDies) August 6, 2021
The whopping figure is on par with the revenue for Kanye’s first Yeezy x Gap drop in June. The $200 blue puffer coat pulled in $7 million overnight, according to former Gap CEO Mickey Drexler.
The Aug. 5 DONDA event also set a new livestream record for Apple Music with 5.4 million viewers tuning in as Kanye debuted his 10th studio album. The total is more than double the livestream record on Twitch and rivals the 2020 Primetime Emmys (6.1 million), making it one of the biggest livestream events of the past year.
Kanye was slated to release DONDA last Friday (Aug. 6), but he is still working on it. A new date has not been announced for the oft-delayed project, which is expected to include collaborations with JAY-Z, The Weeknd, Kid Cudi, Playboi Carti, Lil Baby, and more.