Today, rapper Gucci Mane dropped “Publicity Stunt,” a diss track directed against Youngboy Never Broke Again, a younger and less-established rapper, who dissed Gucci Mane a few days ago on his track “I Hate Youngboy.” The rappers used to have a friendship but apparently no longer do, as explained by Youngboy in the line “Used to fuck with Gucci ‘til I seen he like them pussy n*****.”

Gucci Mane after droppin no bars besides the diss back on YB pic.twitter.com/qp1RQuz8Ay

— NFAGonjaGuru (@liltaxevasionv2) March 4, 2022

In “Publicity Stunt” and accompanying social media posts, Gucci Mane references the line “I feel like I’m Gucci Mane in 2006,” from “Make No Sense,” one of Youngboy’s earliest songs. Gucci’s choice to highlight this line makes reference to the admiration Youngboy Never Broke Again (or NBA Youngboy) felt for him in the past, as well as the other rapper’s youth. In 2006, Youngboy was six years old, and an even younger boy than he is now.

I feel like I’m Gucci Mane in 2006 pic.twitter.com/uKRQqerf8r

— Gucci Mane (@gucci1017) March 4, 2022

this was probably gucci mane after hearing the nba youngboy diss pic.twitter.com/ZSPgJEL7dR

— Doᴄ 🥇 (@ayedocc) March 4, 2022

Fans reacted to the developing beef by remembering Gucci Mane’s rather flamboyant online presence in 2006 and commenting on the older rapper’s delivery on the track. Memes about “Gucci Mane in 2006” and his character and interests in that year filled timelines, and many users declared that they, too, felt like Gucci Mane in 2006.

youngboy crazy for comin at a mf like gucci mane 😭 pic.twitter.com/3P1IhSzPVl

— Spac3💧 (@spaceeong) March 4, 2022

Gucci Mane letting NBA Youngboy know to chill before he goes back to the old him 😭 pic.twitter.com/jpzzb2bDRi

— King Wow (@wowthatshiphop) March 4, 2022

Gucci Mane so calm on that diss track lol addressed NBA Youngboy like a child 💀 pic.twitter.com/t4pmsChkMn

— King Wow (@wowthatshiphop) March 4, 2022

Gucci Mane on some Vegeta level hatred during this beef with NBA Youngboy.This diss track is hard pic.twitter.com/sgaMpLzoPN

— Jozu 🇵🇦 (@thaboyjozu) March 4, 2022

Other users discussed the beef and the way it has entered into a news cycle dominated by different kinds of conflict, and reflected on the nature of hip-hop beef and rap nerddom.

i feel like im gucci mane in 2006 pic.twitter.com/xo2hHrahfb

— ひ 𐡏 مرن ⭐️ (@bbysxsaa) March 4, 2022

The discography of Gucci Mane, an American rapper, consists of fifteen studio albums, two collaborative albums, six compilation albums, one soundtrack, seven extended plays (EPs), 74 mixtapes and 100 singles (including 52 as a featured artist) and 10 promotional singles. pic.twitter.com/Dwc67o9fL9

— tom bacc (@douchebacc) March 3, 2022

Gucci Mane trending? … Republicans (Lindsey Graham ,Resign Now!) are out of control, Russia invades Ukraine and is presently bombing their Nuclear Plant. Gas prices off the charts, inflation rising by the min. Grocery prices skyrocketing

Hip Hop Twitter: pic.twitter.com/N746JRbIfW

— Brooklyn (@BrooklynBoyB) March 4, 2022

Whether NBA Youngboy will reply to the track in the coming days remains unclear, but in the past, NBA Youngboy has frequently engaged in feuds (or, if you believe Gucci Mane, publicity stunts) with other rappers.