R.I.P. to traditional release date announcements? On Friday (Mar. 18), Young Thug announced his long-awaited Slime Season 3 release date with a funeral procession.

As part of the act, pallbearers in matching suits carried a casket down 6th Street in Austin, accompanied by a marching band. The album’s title and release date—March 25—were printed all over the casket in red lettering.

Naturally, fans and journalists who were on hand for the surprising SXSW moment shared videos and photos of the proceedings on social media.

https://twitter.com/DeviBrown/status/711021932959772672

https://twitter.com/TerrellBlaze/status/711116899044581376

Video director Be EL Be, who frequently collaborates with Thug, said he wasn’t a fan of the casket publicity stunt, but confirmed the date.

The Slime Season series was launched in September of last year with its sequel dropping in October. Originally, SS3 was due to drop Feb. 5. However, Thugger decided to unleash I’m Up instead, promising that Slime Season 3 would follow.