Kanye West recently attended the Cannes Lions Festival, a festival and awards show aimed at recognizing professionals in the creative communications industry, and partook in a panel on the topic of Technology, Culture, And Consumer Adoption: Learning To Read The Cultural Landscape. During his appearance West touched on several notable topics, particularly on the way major brands have realized the need to connect with culture, using collaborator Jay-Z's decision to release his last album early through a Samsung mobile app as an example, and his need to work with "number one" brands.

"There would have been no Beats deal without the Samsung deal. It showed the number one company the importance of connecting with culture. The reason I said I didn’t like Samsung particularly is because throughout my entire life, because of how my parents raised me, I have to work with the number one. I can’t work with anyone but Jay Z because he’s number one. I can’t be with any girl but Kim because that’s the girl whose pictures I look at the most and get turned on by. ... I’m not going to represent any company but Louis Vuitton, because that’s number one. Samsung is not quite Apple, but it showed that Jimmy [Iovine] and Dre would be able to connect with the number one influencers."

It's difficult not to note a tinge of hypocrisy in his statement, with the rapper making big news lately after leaving shoe industry number one Nike for Adidas.

Check out West's 'Stronger' below.