A rapper and YouTuber named Bishop Nehru has posted a video to his channel about "trying heroin." Although it seems to only be a music video, the NSFW title "Heroin Addiction" and the provocative visuals used inside it are turning heads on Twitter today — not to mention a considerable backlash.

pic.twitter.com/6xAyLYocM7

— Very rare (@veryrare_ns) May 17, 2022

Yesterday, Nehru posted a video to his channel that supposedly shows him "shooting up" what looks like heroin into his arm. There's also what looks like the substance in powder form crushed up on his kitchen counter, set inside aluminum foil waiting to be heated. In only a day, the video gained roughly 84,700 views, however, on Twitter is where it gained real traction.

He parallel posted the video in a tweet on Tuesday, earning roughly 3 million views in less than 24 hours. Additionally, he captioned the video, "I tried Heroin in the new video 😔." It received over 6,800 likes, but more importantly, 6,500 quote retweets and 1,400 replies, filled with many users concerned for him and the direction his content seemed to be taking.

I'm not gon lie to you,
There's a lot of impressionable kids online.
This aint the move bruh.

— earth (@cliffsmascot) May 17, 2022

No amount of views could make me do H

— bb belt nato (@natenumbereight) May 17, 2022

Not the best idea pic.twitter.com/WNe0vOEHru

— M a r c o 🗽🐍🇺🇦 (@GrazianiMarc) May 18, 2022

I’m reporting tf out of you. What type of message are you spreading???? https://t.co/rkQ4Fa3ySQ

— Glo🦋 (@africanglo) May 19, 2022

New trending challenge dropped https://t.co/Dxabf2VCn2

— Justin Whang 🐙 (@JustinWhang) May 18, 2022

Bishop Nehru had assistance from Nas, MF DOOM, and Wu-Tang Clan and now he’s sticking in needles for clickbait. This is sad. https://t.co/qTepbzX8Xe

— Dedee 🥀 (@thoughtfulbae) May 17, 2022

In the YouTube video's description, Nehru wrote a disclaimer about the video's content, stating in all caps, "THIS VIDEO WAS MADE FOR ART PURPOSES SPECIFICALLY! WE AT THE NEHRUVIAN FAMILY DO NOT CONDONE OR PROMOTE THE USE OF HARD DRUGS, BUT WE SUPPORT & SPEAK FOR THOSE EFFECTED WHO MAY NOT HAVE A VOICE FOR THEMSELVES. IF YOU EVER NEED SOMEONE TO TALK TO HIT ME IN THE DISCORD. THANK YOU. "

Following the backlash he received, Nehru gave a statement to HipHopDX, stating, "I don’t want to say it’s funny, because some people are actually concerned, but I just feel like you’re overreacting. It’s [a] music video. You feel me?”

Despite the disclaimer and his response, most of Twitter was shocked and misguided by the video, labeling it clickbait or clout chasing. After working with MF DOOM on a project years ago, Nehru's music career hasn't necessarily taken a downfall, but this latest publicity stunt is a definitely a new take on viral marketing.