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Kanye West has never been afraid to upset people, but his recent tirades against Jewish people have been too much for many.
At the start of October, he was a billionaire music artist and businessman, and had deals with some of the world's biggest brands.
Fast-forward just two months, and most of those no longer apply.
And it all started with a T-shirt.
At his Yeezy SZN 9 show, Kanye, now officially known as Ye, wears a t-shirt with a White Lives Matter slogan.
Anti-racism campaigners call it out as hate speech mocking the Black Lives Matter movement.
A picture of Kanye posing with conservative commentator Candace Owens, wearing a matching top, goes viral.
It doesn't go down well, and fans and fellow hip-hop stars line up to call him out.