What we learned from Kanye West’s first week back on Twitter

Kanye West returned to Twitter last Friday, April 13, after a nearly one-year hiatus, and since then the rapper and fashion mogul has been tweeting at a rate of nearly 10 tweets a day, dishing out philosophical advice about the struggle for authenticity alongside his own shameless self-promotion.

After being welcomed back on the platform by Twitter CEO Jack Dorsey, he started building up his own hype in true Kanye fashion, tweeting glimpses of new clothing and teasers about new music to his 12 million followers.

His most retweeted post so far, with more than 245,000 retweets and 514,000 “Likes,” was when he revealed a date for an album drop: June 8 with rapper Kid Cudi.

But peppered into the business announcements, Kanye started dishing out philosophical truisms like this one about the performative nature of human experience.

He then announced that he’s actually writing a book “in real time” when he feels like it and that he’s going to be free from the pressures of any publisher:

And advice on how to retain your sense of self amid pressure to conform to societal norms:

In other tweets, he sounds like a New Age guru, extolling the virtues of those who can “shift the consciousness” to be in touch with their inner selves, and critiquing those who become “hard-core capitalist,” valuing money over all.

Ironically, though, while Kanye is tweeting about following crowds and critiquing capitalistic ambition, he is the smartest capitalist of all — satiating the public appetite for his musings after two years of living in relative obscurity following his very public breakdown, and drawing even more attention to his new business projects.

Well played, Kanye.

This article originally appeared on Recode.net.