Nick Cannon Whiteface Album Promo Divides Social Media

Some people wear billboards to promote a new project. Nick Cannon? He wears Whiteface.

The host/actor/and occasional rapper has stirred up controversy after pulling out all the stops — most notably, porcelain Harajuku makeup — to sell his upcoming album, aptly-titled White People Party Music. Cannon uploaded a few images of himself wearing Whiteface to his Instagram profile on Monday. The snaps were accompanied by two videos of Cannon (who, might we remind you, is a father of two) in character as Connor Smallnut (His moniker, not ours.), a small town White teenager.

“It’s official… I’m White!!! #WHITEPEOPLEPARTYMUSIC#Wppm in stores April 1st!!!!!!Dude Go Get It!!!Join The Party!!!! #GoodCredit #DogKissing #BeerPong#FarmersMarkets #FistPumping#CreamCheeseEating #RacialDraft “Bro I got drafted!!”

While some commenters thought the stunt was “hilarious,” others have branded “racist” — comparing the Whiteface practice to that of Blackface, which has its roots in the minstrel shows of the early 20th century.