Almost a month ago now, Noel Gallagher questioned who 'idiot' Lewis Capaldi was, while discussing the 'f***ing w***' state of music.
Since then, Capaldi has ridden the wave incessantly: posting numerous videos on social media, taking to the stage at Glastonbury donning a parka and Noel Gallagher t-shirt, and partaking in 'Don't Look Back In Anger' singalongs with fans.
Unsurprisingly, it hasn't taken the 22-year-old long to respond to the comment, with the singer evidently determined to extend his '15 minutes' with Noel as long as possible.
Followers of the musician on Twitter will see that 'Lewis Capaldi' is no more; rather, 'Chewis Capaldi' has taken his place. He's also clearly a dab hand on Paint, having quickly whipped up an impressive new profile picture.
As long as Capaldi has been making waves in the charts, he has been pleasing fans in equal measure on social media with his down-to-earth personality and self-deprecating humour. However, his high profile and quite bizarre feud with Noel has exposed his likeable character to a much greater audience.
Capaldi was far from the first musician to be slated by the 52-year-old, but his response stood out from most.
Following Noel's initial comments, he shared a series of videos on Instagram, in which he described being slagged off by the singer-songwriter as 'dreams coming true'.
He said: "F***ing peaked. Being slagged off by Noel Gallagher. F***ing c'mon!
"Number one single - who gives a f***? Number one album - who gives a f***? Noel Gallagher has just slagged me off. This is dreams coming true.
"It's Father's Day, I'm being slagged off by a man who is old enough to be my da and I've never been more happy. I've never been more happy. Happy Father's Day, Noel."
Capaldi's delight hasn't diminished in the weeks since, with his Noel-inspired Glastonbury entrance proving particularly popular with fans. But judging from Noel's recent comments, it seems he thinks Capaldi's response is more tragic than amusing.
He said: "F***ing Chewbacca should enjoy his 15 minutes.
"The greatest day of his life that I slagged him off or called him an idiot. It's the greatest day of his f***ing life so far.
"He's just thinking, 'Wow!' Well, I know you're Scottish and all that, but f***ing hell! It is like a third world country, but for f***'s sake, man, you must have had a better day than this. Surely!"
If the last month is anything to go by, this ain't over yet folks.
Featured Image Credit: Twitter/Chewis Capaldi