For rap superstar Jay-Z attempted to break into the fickle world of modern art by performing the same song for six hours straight in New York on Wednesday.
According to Dailymail, he looked like he was having a ball as staked his claim at being avant garde at the Pace Gallery in New York, with footage of his antics being recorded for a music video.
The jolly hip hop mogul reveled in fooling around with crowd members as he repeatedly delivered his forthcoming single, the aptly named Picasso Baby.
Of course, such behavior would have also helped keep the 43-year-old feeling fresh, as even he would have found himself getting a little stale after an hour or two.
Other big names who turned up to cheer the American Gangster favorite included director Judd Apatow, Girls actor Adam Driver, performance artist Marina Abramovic and rapper Wale.
It was part of his continuing drive to promote his latest album Magna Carta Holy Grail
At least it was more original than when he recently broke his Twitter silence to answer a raft of questions from followers, touching on Kanye West, Miley Cyrus and even Britney Spears.
His disc has already gone platinum after selling a million copies.
And his wife Beyonce celebrated this achievement by posting a school graduation photo of of the star, which was modestly embossed with the words, 'bow down.'
Jay-Z is not the first big name to fall into the trap of flirting with the world of art in an attempt to remain relevant.
For fading star Milla Jovovic sat in a glass box as a living art exhibit at the Venice Biennale art festival in Italy in May.
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