How does the saying go: if at first you don't succeed, try and try again? Well, it seems that's a motto Ja Rule might be sticking to after he revealed that he has plans to create 'an iconic music festival' following the Fyre Festival fiasco.
So, naturally, when Ja Rule - who was a co-founder of the event - was spotted at LAX airport, people were quizzing him.
In footage captured by TMZ he is stopped and asked: "Why wouldn't you try to do Fyre Festival again? Just because the publicity, like it's almost the most famous festival, say more famous than Coachella because everyone hears about it."
Ja Rule then revealed: "It is the most iconic festival that ever was so I have plans to create the iconic music festival, but you didn't hear it from me."
If you have no idea what I'm going on about - or you've been living under a rock - the rapper was referring to the failed Fyre Festival. A 'luxurious' event that attracted Millennials far and wide - from the rich and famous to Instagram influencers across the globe.
Netflix and Hulu dropped documentaries focusing on the festival - which was due to take place in the Bahamas in 2017 - and since then people haven't stopped talking about it.
When Ja Rule was asked about whether he had watched the documentaries he said: "They're popular, maybe one day. I lived it man, I ain't got to watch it. It's not funny to me man, it's heartbreaking to me. It was something that I really, really wanted to be special and amazing and it just didn't turn out that way.
"But you know, in the midst of chaos there opportunity and so, I'm working on a lot of new things."
Ja Rule set up the festival alongside Billy McFarland, CEO of Fyre Media Inc. He has since been jailed for six years on fraud charges and was ordered to cough up $26 million (£20.2m).
Attendees were promised everything from yacht parties to the finest food - Kendall Jenner was reportedly paid $250,000 (£194,900) for the post to her 100 million Instagram followers, announcing the event.
It wasn't only Jenner, other model-slash-influencers such as Bella Hadid, Emily Ratajkowski and Hailey Baldwin were using #fyrefestival on their accounts to promote the 2017 phenomenon which was due to take place on an island in the Bahamas 'once owned by Pablo Escobar'. Tickets for the festival were available for up to $75,000 (£58,000).
At $75k a ticket - they should have known they were playing with fyre... sorry.