He originally thought taking out a Grammys ad “seemed lame”.

Chance the Rapper has taken out an ad in Billboard seeking a Grammy nomination for next award ceremony next year. While this is a fairly standard practice for most musicians, Chance only became eligible three months ago.

Like everything he does, @chancetherapper's Grammy consideration ad in the new @billboard is not like the others pic.twitter.com/mRrqnbP3gw

— Frank DiGiacomo (@frankdigiacomo) October 6, 2016

Back in June, the Grammys changed the distinctions for what qualifies as an album by including full-lengths that stream exclusively through major platforms like Apple Music, Spotify and Tidal which have at least once paid subscription tier. So while Chance the Rapper’s Coloring Book did surpass the whole “you-have-to-sell-it-to-snatch-the-Grammy” thing he turned his nose up at (in a good way) on ‘Ultralight Beam’, the album can not be submitted for nomination.

Chance is really sticking the cream overalls and Chance 3 fitted look, which only convinces us more than he’s actually dressed as Tanooki Mario in the Kit Kat commercial and not a rat, as his grandmother believed.

Yea at first I was like "people take out Grammy ads??? Why? that seems lame." Then I was like "oooooh I'm gonna make a bunch of these." https://t.co/RjF76A2zLv

— Lil Chano From 79th (@chancetherapper) October 10, 2016

Read next: Why Chance The Rapper is not a truly independent artist