Los Angeles, CA – Kanye West‘s relationship with Pornhub has grown following his shoutout on Jimmy Kimmel Live! in August.

TMZ has confirmed ‘Ye is serving as the creative director for their first-ever Pornhub Awards. The show is taking place on Thursday (September 6) at the Belasco Theater in Los Angeles and streaming live here.

Earlier this week, a source told Page Six that “some insane negotiations” were going on between ‘Ye and Pornhub.

According to TMZ, Yeezy and his DONDA company are working with Willo Perron to manage the production. Kanye is also premiering a new song, “I Love It” featuring Lil Pump, and a video directed by Spike Jonze.

Kanye’s newfound relationship with Pornhub began in August when he was asked by Jimmy Kimmel if having daughters changed his views on women in any way.

“Nah, I still look at Pornhub,” he bluntly replied.

Shortly after the shoutout, Kanye was awarded with a free lifetime premium membership.