Nicki Minaj wanted to delete the internet--and with good reason. In July, a deepfake video of her went viral on Twitter. "What in the AI shapeshifting cloning conspiracy theory is this?!?!!" she tweeted after a fan brought the clip to her attention. A Billboard-charting rapper known for her sometimes extreme outspokenness online, Minaj had not given consent to use her likeness and responded with a characteristic blend of fury and farce. "I hereby abolish the internet. Effective @ 0900 military time tomorrow morning," she continued.

To draw attention to the project, the pair conceived a multipart publicity stunt that doubled as a critique of celebrity culture and sensational, click-bait journalism. First, they'd alert fans and the media that a personal sex tape had been stolen. Then they'd announce plans to preemptively release the recording and make it available for download. Those curious enough to purchase it for 5 would receive a time-out error. Meanwhile, celebrity friends of the couple would take to social media to say that they'd successfully downloaded and watched the video.