Kanye West has to be married to Kim Kardashian because she "turns him on the most".

The rapper and reality TV star tied the knot in a lavish ceremony in Florence, Italy, last month. Kanye has always spoken in gushing terms about his new wife, previously admitting she first caught his eye many years ago and before they'd even been introduced.

He's now explained why he knew she was The One.

"I can’t be with any girl but Kim because that’s the girl I look at her pictures the most, I get turned on the most," he said during an appearance at Cannes Lions.

The event started out for the advertising industry but has now become the go-to festival for the creative industries, with stars including Sarah Jessica Parker, David Hasselhoff and Bono attending this year.

Kanye was on hand to speak at a presentation called Technology, Culture, and Consumer Adoption: Learning to Read the Cultural Landscape. He was called on to discuss how he has managed to grow his brand into something which is recognised globally, with the hip-hop star explaining it's all down to his upbringing.

"Throughout my entire life, because of the way my parents raised me, I was like, 'I have to work with the number one,'" he explained.

"I can’t work with anyone but Jay Z because that’s the number one.

"I can’t represent any company but Louis Vuitton because that’s the number one.

"Before Obama, there was Jesse Jackson, there were different people, talking about blacks, particularly in America, that were not allowed to drink from the cleanest fountain, to work with the best resources. It’s like Michelangelo told he’s not allowed to carve with marble but told he’s got to use cement or something like that."

Kanye has a notoriously difficult relationship with the paparazzi and has scuffled with photographers in the past. He is also fiercely protective of his and Kim's one-year-old daughter North, insisting she should be allowed to grow up away from the limelight. The star touched on his views on celebrity during his talk, explaining he has issues with what fame has started to mean in this day and age.

"I hate the one-off, celebrities a lot of time are treated... because I am a lot of things, but I am a celebrity, and we are treated as rentable, like a one-off, just enough to advertise a product and get it out," he said.