“They going crazy over at Apple!”

Lyor Cohen, the storied hip-hop businessman and CEO of 300 Entertainment, home to Young Thug, Migos, and Fetty Wap, took to Snapchat earlier this week to tease Thug’s new mixtape. And it was weird.

In a move that seems designed to “keep up with the cool kids”, Cohen, dressed in a cozy looking cardigan, spends two-minutes playing snippets from Slime Season 3 tracks in his office, shouting over each to let us know the track name in a strange blend of family relative who doesn’t get rap and disinterested marketing executive.

It looks like the sort of presentation you imagine happens behind closed doors to get brands excited about a new hot artist or genre. Cohen nods his head unconvincingly throughout, looks around the room, tells us about Apple going crazy over ‘Digits’, and appears busy thinking about what else he has to do today. [Via The Verge]

Slime Season 3 is out now and if you’re still trying to figure out the mystery of Young Thug’s appeal, or are curious about Cohen, we can recommend this recent GQ feature.