"It's official ... I'm White!!!" wrote America's Got Talent host Nick Cannon with a photo of himself in white makeup.
He shared the shot on Instagram on Monday, adding, #WHITEPEOPLEPARTYMUSIC #Wppm in stores April 1st!!!!!!Dude Go Get It!!!Join The Party!!!! #GoodCredit #DogKissing #BeerPong #FarmersMarkets #FistPumping #CreamCheeseEating #RacialDraft 'Bro I got drafted!!'"
It's all to hype an upcoming album called White People Party Music.
And it's definitely stirring up chatter, with many pointing to Julianne Hough getting heat for wearing blackface to a Halloween party, and a debate erupting over racism and humor.
Vanity Fair says "the world" is cringing over the stunt.
Jezebel wrote: "It's the most eye-brow furrowing, hypnotizing, and kind of terrifying thing I've gazed into lately."
Commenters on his posts have accused Canon of being "racist," "racialist," "ignorant" and "hypocritical." Others have defended his act as "hilarious" and on point.
He even posted a short video explaining that he has named his Caucasian alter ego as "Connor Smallnut," he says.
"Damn I didn't know it was going to be this hard being White! ... I'm exhausted with all this "privilege" LOL #WhitePeopleProblems," he later added.
And he didn't stop there.
He shared an Instagram pic of Robert Downey Jr..'s blackface character from the movie Tropic Thunder. He wrote with the photo, "Shout out to @RobertDowneyJr This is one of my favorite characters of all time! Hilarious!!! There is a big difference between Humor and Hatred."