Taylor Swift's new album was released last week and despite many think pieces gleefully announcing she's 'over', it's been doing stubbornly well.
This success was NOT OKAY to Kanye West fans who have remain bitter about Taylor over the pair's ongoing feud, which all began at that fateful VMA's in 2009 where Ye stormed the stage to let Taylor know she didn't deserve to win.
The last volley of their slanging match looked set to finish Taylor off when Kim Kardashian released a recording of her giving Kanye permission sing about her, something she later claimed to be offended by.
One of the many, many clues that fans have picked up on in Reputation is that it appears to have been released on the ten year anniversary of the passing of Kanye's mother, Donda West.
This lead to the creation of 'Hey Mama' Day by Kanye fans, a mass-streaming event which attempted to stop Reputation breaking records by streaming his track instead.
The track from Kanye's 2005 album Late Registration amassed 700,000 streams, though was unsuccessful as Spotify's "multiple fraud-detection measures" cottoned on to the ruse going down. Nice try, guys.