As one of the biggest rap superstars of the internet age, he's used to going viral, from smashing streaming records to dominating meme culture.
Now his music has sparked the #inmyfeelings challenge, which involves, of all things, jumping out of a moving car and dancing.
Police around the world, including India, Spain, the US, Malaysia and the UAE, have unsurprisingly warned that the dance challenge is dangerous.
"#DistractedDriving is dangerous and can be deadly," tweeted the US National Transportation Safety Board. "No dance challenge is worth a human life."
