Fans were stunned when reports revealed that Kanye West was temporarily living inside Mercedes-Benz Stadium while finishing his album Donda.

Photos of the small, minimalist room quickly spread across the internet, with many unable to believe that one of the biggest artists in the world was sleeping inside a sports stadium during the rollout process. The room reportedly included little more than a bed, television, clothing, and studio equipment — turning the massive venue into both a workspace and living space.

What could have been a normal album release instantly became a viral cultural moment. Fans tracked his movements, livestreams from the stadium generated huge attention, and the mystery surrounding the project only amplified anticipation for Donda.

The situation perfectly reflected Kanye’s ability to blur the line between music, performance art, and internet spectacle. For many artists, an album rollout is marketing.

For Kanye, it becomes an event the entire internet watches in real time.