Kanye West has posted a video of himself online requesting 'the world' to refer to him as Martin Louis The King Jr from now on. Yeezy's choice comes in light of his involvement with designer brand Louis Vuitton.

Kanye urghh The King can be seen sitting on a throne in a rather extravagent hotel room in Paris. The 808s & Heartbreak singer has been over in France for Paris Fashion Week and singer felt "forced" to adopt the pseudonym after the launch of his new footwear range for LV.

To watch the video and see pictures click here.

Mr West's trainers, which have been blogged internationally, were revealed on Thursday last week "when the red shoes hit the runway...I was forced to change my name to Martin Louis the King Jr. Address me as such.

In true hip hop fashion the Louis Vuitton Don ended the video by sampling a line from T.I's track Swagger Like Us And until then I will be in the building, swagger on a hundred-thousand trillion, he said.

You can catch... him at performing alongside Jay-Z, Lil Wayne, Coldplay, Katy Perry and Radiohead at this years Grammy Awards in LA on February 8.