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”

“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:

Have you done the challenge?