Rapper Cassper Nyovest came out guns blazing against the "hashtag" culture on social media while dropping his latest music video "Mr Madumane the Big Spendah" at Maboneng in Johannesburg on Friday night.
The award-winning rapper said hashtags are valued more than life, in a message to big money spenders.
"Life is not a hashtag. This video aims to show that people post lives they can't afford, just to hashtag," said Nyovest.
"I am addressing a dumb culture. You don't have to lose yourself, it's just entertainment," he added.
"The person you are, with or without money, is the person you decide to be. What you spend does not define you. You define you."
According to the platinum-selling rapper, the lavish spending on social media inspired the video.
Directed by Cape Town-based musical director Kyle Lewis, the setting sees Nyovest flashing moola with the word hashtag as the hook.
"I am also telling the kids about social responsibility and living within your means," he said.
He also said in light of National Saving Month, he aims to encourage his fans to save. The rapper has a chapter on Expert Mavericks, a book which is about some of the successful business people in Mzansi.