Kanye West served as creative director and performed at the Pornhub awards on Thursday.
The 41-year-old rapper and his company DONDA collaborated with Willo Perron's WP&A agency to curate the Los Angeles ceremony - which was streamed on both Kanye's wegotlove.com and the adult entertainment website - and even opened the show by performing 'Hurry' with Teyana Taylor.
During his performance, Kanye was said to have used several lyrics referencing his "appreciation for the female anatomy" before praising Los Angeles and leaving the stage.
The 'All Day' hitmaker custom designed all the statuettes given out on the night, and even individually styled all the presenters.
An official announcement about his involvement said: "Kanye has designed a bespoke erotica-inspired award statue for each of tonight's unique categories. In line with the futurist theme, the award statues represent imagined alien sex toys."
Kanye also debuted a new music video for his collaboration with Lil Pump, 'I Love It', which was directed by Spike Jonze, and merchandise he had designed was on sale at the event.
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Giant videoscreens showcasing artwork by Richard Kern provided the backdrop to the ceremony, which was held at the Belasco Theatre.
Other performers at the event - which was hosted by adult film star Asa Akira - included Young MA, Blackbear, and Dana Dentat.
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The 'Stronger' singer's involvement in the ceremony came after he spoke of how much he loves watching adult movies on Pornhub.
Kanye - who has daughters North, five, and Chicago, eight months, and son Saint, two, with wife Kim Kardashian West - was asked if becoming a father to girls had changed his views on women, and replied: "Nah I still look at Pornhub. Blacked is my favourite category. What's the point of being Kanye West if you can't let's break down the porn categories. A lot of black on white, obviously."
Following his comments, Pornhub offered Kanye a free lifetime membership to their website.