No, this isn’t a story from the Onion.

Tesla CEO Elon Musk made headlines this weekend for rapping about gorilla-turned-meme Harambe.

“We’re thinking about you,” Musk sings through heavy auto-tune. “RIP Harambe.” Over the weekend, he uploaded the song to SoundCloud via his fake label, Emo G Records. The rap came too early for April Fools’ Day, but that doesn’t make it any less bewildering. Why can’t Musk stick to using his tweets to spur fraud charges against himself?

Hundreds of thousands of people have tuned in to the song, which you can listen to here. It might get stuck in your head in a hellish loop, so don’t say I didn’t warn you.

Why is 2019 like this? Harambe the gorilla became a meme after he was shot to protect a three-year-old who climbed into his cage at the Cincinnati Zoo almost three years ago. Yes, three years. Elon Musk rapping about Harambe now is the equivalent of your Gen X dad trying to pretend he’s hip with the kids. It’s like he watched this viral video and got inspired:

Musk may be undermining his credibility, but he’s winning at this publicity stunt. At least he’s self-aware.