Kanye West, now known as “Ye,” has been on an Instagram rampage the past few days due to his split with Kim Kardashian West and her new partner, Pete Davidson. Kanye’s Instagram meltdown has consisted of multiple “roast” posts and illegible captions typed in all-capital letters similar to that of a seventh-grade girl’s private Snapchat story after getting her heartbroken for the first time.

“Off The Meds“

The creative musician has publicly struggled with bipolar disorder before, and fans speculate he is “off the meds,” as he boasts in his song “Yikes.” Whatever the cause may be, Kanye’s Instagram meltdown has garnered millions of views and attention, becoming a public relations and digital communication nightmare.

Kanye’s Instagram Meltdown Aimed at Other Celebrities

Ye’s posts are primarily shots at Saturday Night Live comedian Pete Davidson, in which he refers to him as “Skete.” After a series of manic posts with even more concerning captions screaming at the audience, Kanye’s Instagram meltdown was trending more than the Superbowl…on Superbowl Sunday.

This specific post consists of a rambling, all-caps screaming rant about the importance of family and that the Superbowl brings families together. He goes further to explain how there’s a “skete lurking around in every dirty a** alley waiting to help destroy your family and walk around in Calvin Klein’s around your children.” This statement is a bold false allegation to make since Pete Davidson has never met Kim’s children; however, Kanye’s Instagram meltdown clearly knows no bounds. He concluded this post with, “Never forget @kimkardashian West was always your biggest W.”

A Public Relations Professional’s Worst Nightmare

Kanye’s Instagram meltdown did not just consist of incomprehensible rants and celebrity roasts. The creative musician even crossed legal lines, sharing multiple screenshots of private text messages with his ex-wife to his 13.8 million followers on Instagram.

So why is Kanye’s Instagram meltdown an issue for public relations professionals? This is because at its core, a manual for what not to do on digital platforms. It will undoubtedly result in legal battles regarding privacy and defamation and completely ruin his brand. Communication professionals can learn from this public downfall and avoid situations and clients that may risk their own reputation.