Brand of the day: Kanye West

The musician is to be presented with a lifetime achievement prize at MTV's Video Music Awards this weekend.

He will receive the Michael Jackson Video Vanguard Award, the event's highest accolade, to recognise his "ground-breaking videos, legendary performances and continued impact of music, art, fashion and culture," according to MTV.

The announcement comes six years after West famously stormed the stage at the VMAs to interrupt Taylor Swift's winning speech for Best Female Video. Swift fans are now calling on the popstar to return the favour on Sunday night.

The Yeezus singer landed himself in hot water earlier on this year when he tried to disrupt Beck’s Album of the Year acceptance speech at the Grammys. He apologised, but not before launching a backstage rant asking Beck to "respect artistry" and give his award to Beyoncé.

The rapper's net worth sits at $130m and he currently ranks at number 20 on Forbes' Celebrity 100 list.

In 2013 he ditched his creative partnership with Nike and closed a $10m deal with Adidas. His latest line of sneakers, the Yeezy Boost 350, immediately sold out following their release last week, with the shoes now retailing on eBay for up to $1000.

In 2014 he married reality TV star Kim Kardashian and prior to the wedding the pair appeared on the front page of Vogue. The issue sold over 500,000 copies – generating more sales than editions featuring Michelle Obama or Beyoncé on the cover.

In April, a petition on change.org calling for Glastonbury organisers to ditch West as the headline act gathered 135,000 signatures, however the artist took it in his stride and performed on the Pyramid stage on the final night of the festival declaring "You are now watching the greatest living rock star on the planet!"