(AllHipHop News) Jay-Z ruffled a few feathers when he ended the second verse on "The Story of O.J." by rapping, "Y'all on the Gram holding money to your ear. There's a disconnect, we don't call that money over here."
Brand Nubian member Lord Jamar took it a step further by helping to spark the #BookPhoneChallenge as a way to promote the value of education.
"On my BOOK PHONE... the KNOWLEDGE is callin!!!" wrote Jamar on IG.
Numerous Instagram users took up the challenge and began posting pics of themselves holding books to their ear.