TELEVISION Kanye West Will Feature Prominently in New Season of 'Keeping Up With the Kardashians'

Kanye West and Kim Kardashian West attend "The Cher Show" Broadway musical opening night at the Neil Simon Theatre on Dec. 3, 2018 in New York.

Kanye West will play a larger role in this season of Keeping Up With the Kardashians, premiering Sunday (March 31). In an weekend feature about the family's cash flow, the New York Times reports Kanye will have prominent screen time, including regular "into-the-camera confessionals." According to the publication, he's also taken on a role akin to that of a creative director for the reality show.

"He’s a real creative force, clearly, and had thoughts on marketing, thoughts on presentation of the show, on the opening title sequence,” E! president Adam Stotsky tells the NYT.

His thoughts have shaped everything from the show's now sleek opening sequence to the amber-lighted backdrop of the stars' confessional segments.

“He’ll have a room full of a dozen people or sometimes three of us and we go over packaging and colors and the photo shoot," Kim added.

Outside of his involvement with KUWTK, Kanye seems to often have influence on many of the Kardashian family's other business dealings. As the Times writes, a fast fashion line had a $1 million offer for a single Instagram post on the table for Kim, who turned it down after Kanye advised her to decline. "These companies knock off my stuff," he told her.

On Mother's Day, he gave her the $1 million himself as a gift. Kim says, “He wrote me a check for that amount and said, ‘Thank you so much for always being supportive and not posting.'"

Read the full profile on the Kardashian family business on the New York Times website. Season 16 of Keeping Up With the Kardashians premieres on E! at 9 p.m. ET Sunday night.