In 2004, West had his first of a number of public incidents during his attendance at music award events. At the American Music Awards of 2004, West stormed out of the auditorium after losing Best New Artist to country singer Gretchen Wilson. He later commented, "I felt like I was definitely robbed [...] I was the best new artist this year." After the 2006 Grammy nominations were released, West said he would "really have a problem" if he did not win the Album of the Year, saying, "I don't care what I do, I don't care how much I stunt – you can never take away from the amount of work I put into it. I don't want to hear all of that politically correct stuff." On November 2, 2006, when his "Touch the Sky" failed to win Best Video at the MTV Europe Music Awards, West went onto the stage as the award was being presented to Justice and Simian for "We Are Your Friends" and argued that he should have won the award instead. Hundreds of news outlets worldwide criticized the outburst. On November 7, 2006, West apologized for this outburst publicly during his performance as support act for U2 for their Vertigo concert in Brisbane. He later spoofed the incident on the 33rd season premiere of Saturday Night Live in September 2007.

To who did Kanye lose the Best New Artist award in 2004?