Kanye West has created quite a poor reputation for himself when it comes to award shows. In 2009, after Taylor Swift was announced the winner of Best Video of the Year VMA West jumped on stage and stole the microphone.

Viewers may remember how he interrupted Swift with:  “Yo Taylor, I’m really happy for you, Imma let you finish…”. West proceeded to rant about how Beyonce should have won the award and not Swift. This stunned Swift as well as the rest of the millions of viewers.

West proved that his interruption in 2009 is a tried and true part of his personality at the 2015 Grammys.  West had a moment quite reminiscent of that infamous night in 2009. When it was announced that Beck had won Album of the Year the appalled West jumped on stage then, just as quickly as he stood up, he sat back down. His face when he realized that he was potentially making a mistake said it all. This stunt by West became quite the buzz.

After the show West proceeded to declare Beck unworthy of the title and suggested he give his award to Beyonce. However, West states he has nothing but respect for Beck.

During an interview with Ryan Seacrest, West did not hold his feelings about the award show back. He claimed “It was kind of a joke like the Grammys themselves.”

This is what is so peculiar about this whole debacle.

The first time West embarrassed himself was most definitely not at joke, by all means. The second time around at the Grammys, he claimed it to be a joke but, much like the time before, he seemed far too genuinely overcome by rage.

Joke or not, neither of these incidents were accidents. West has been in this business for about ten years and knows the importance of keeping relevant; after all, no press is bad press.

West seemed to be making these dramatic statements because he was outraged over Beyonce’s loss. A seemingly selfless act was ironically more selfish than anything. It was never about Beyonce’s music, or the fact that West believed she was much more deserving then Swift or Beck, but rather about West himself.

This was rather clever move by the rapper. His face and name have been running rampant through the media scene. What West did seemed outrageous but it was not quite offensive enough for people to write him off. After the storm of more negative media, West apologized, bettered his name and then embraced the joke. These incidents have done nothing but improve his career.

Kanye West may seem to be immature to the masses and, unable to control himself, but in actuality, he is simply playing the game of fame. He was leaving a mark in history by doing something outrageous much like Brittany Spears’ head shaving and Miley Cyrus’ twerking. West braved the storm of negativity and now is reaping the rewards, fame, fortune, and success.