Grammy-winning rapper Kanye West's global rant tour continued into Amsterdam last night (February 28) when he placed emphasis on the overpowering effect of branding and how it impacts people.

Yeezy allocated his Amsterdam performance to briefly speak on the importance of creativity all while rhyming over his "Clique" instrumental.

Another show, another rant by Kanye West. Tonight in Amsterdam, 'Ye paused once again during his performance of "Clique" to give the crowd a piece of his mind, this time focusing on brands with creativity. Kanye rhymes, "A lot of people buy brands because of the pressure, because without the brands they feel lesser." He also adds, "Creativity is the key to win the world." (Complex)