Kanye West had released a new album, Ye, and the memes have inevitably followed.
Largely, they've been centred on the cover art, which his wife Kim Kardashian West tweeted was shot by Kanye on the way to the listening party, taking a photo of a mountain range in Wyoming with his iPhone.
Sprawled over the mountains in neon green handwriting are the words "I hate being Bi-Polar it's awesome".
People had a lot of thoughts, even dragging in the divisive pineapple-on-pizza debate.
And obviously those endless GDPR emails got a mention.
Others touched on JR Smith's gaffe, where the NBA star tried to dribble the clock because he thought they were ahead.
Things got weird.