Rapper Lord Jamar's new viral challenge favors the literati over the gliterati

Aug, 04, 2017

Jay-Z had the culture in an uproar last month when he attacked the infamous money phone stance in 4:44’s “The Story of O.J”.

“Y’all on the ‘Gram holding money to your ears/ There’s a disconnect, we don’t call that money over here,” he rapped.

Now Brand Nubian’s Lord Jamar is flipping the money phone idea on its head, urging people to hold a stack of books up to their ear instead of money. And just like that, the #bookphonechallenge was born.

On my BOOK PHONE...the KNOWLEDGE is callin!!!

A post shared by Lord Jamar Allah (@lordjamar) on

Lord Jamar started the new challenge in late July by posting a photo of himself holding a stack of books. He then added a video of himself talking on his “phone”

Y'all wanna make the BOOK PHONE a CHALLENGE???...Then make it happen!!! #bookphonechallenge

A post shared by Lord Jamar Allah (@lordjamar) on

“On my BOOK PHONE…the KNOWLEDGE is callin!!!” he captioned the Instagram photo.

The challenge immediately went viral, being performed by kids and adults alike. Marley Dias, the 12-year old founder of #1000BlackGirlBooks, posted her own version of the challenge.

Here are more challengers:

@jae_organics Have you heard of the #bookphonechallenge true fitness is knowledge, #survivalofthefittest

A post shared by Ebony Fitness Freaks (@ebonyfitfreaks) on

Challenge accepted 📚expand your mind with a book or several 📚#bookphonechallenge #blogger #blackswhoblog

A post shared by A L A Y N A (@fashionlayn) on

Have you done the challenge?