G.O.O.D. Music head Kanye West's frequent rant tendency may have cost him some fans Friday (July 4) at the Wireless Festival after being hit with backlash from attendees. #RantOn

According to reports, Mr. West unloaded a 20-minute rant mid-performance this evening.

Wearing a bejewelled mask over his face, Kanye, 37, told the audience: 'I'm not going to mention any names but... Nike, Louis Vuitton and Gucci. Don't discriminate against me 'cos I'm a black man making music. 'F**k saving face and what it's supposed to mean, it's about living my dream.' And it would seem the move didn't go down too well with the crowd, with audience members reportedly deserting the al fresco gig in droves. (Daily Mail UK)

Earlier in the week, Young Money's Drake issued an open statement about having to fall back on the three-day festival.

"To my beloved fans, it truly breaks my heart that I won't be able to perform as planned at Wireless and Roskilde this weekend. I got sick a few days ago and although I am on my way to bouncing back, my doctors have made it clear that I am not physically fit to fly or deliver the performance my fans expect and deserve from me. I will be focused on resting for a quick recovery. I have the best fans in the world and I can't wait to come back to make more incredible memories together." (Statement)

Despite Drizzy's setback, Yeezy will highlight the annual event.

On Saturday 5th July fans in London can look forward partying with 21 Grammy winning, multi talented rapper/producer and megastar Kanye West for a second night in a row. Fans in Birmingham will be treated to an extended set from the platinum selling, multi award-winning Rudimental, BBC's 'Festival Band of The Summer' 2013, who will now be joined by an array of very special guests (more on this to be announced asap). (Wireless Festival)

The G.O.O.D. Music boss shares the headlining bill with pop star Bruno Mars.

Kanye West, Drake and Bruno Mars have been announced as headliners for this year's Wireless festival. It will be Kanye West and Bruno Mars' only UK live appearances in 2014. For the first time this year (2014), the event will take place across two sites in both London and Birmingham. It has moved from the Olympic Park in London to Finsbury Park and will also take place in Birmingham's Perry Park between July 4-6. (NME)