When mysterious CCTV footage surfaced of Jay-Z being attacked in a lift by his sister-in-law Solange Knowles, the internet wondered why.
Celebrity website TMZ leaked the video showing Solange, the sister of singer Beyonce, repeatedly lashing out at her brother-in-law Jay-Z in an elevator while Beyonce looked on.
Within minutes the footage went viral but many were Confused.com about the incident.
People tried to fill in the blanks and in just over 24 hours there were more than 336,000 tweets speculating on #WhatJayZSaidToSolange.
The footage spawned countless internet memes and even brands like Snickers and Toyota joined in the fun.
But the internet mockery led to some questioning the morality of people joking about such a violent act.
The trio have since issued a joint statement saying they've moved on from the incident, and Beyonce has posted photos of the sisters on Instagram, as well as this photo of her husband, sister and mum on her website.
But what provoked Solange's outburst?
Despite internet rumours, only those involved know, although some have claimed it's all just a PR stunt to promote Jay-Z and Beyonce's upcoming 'On The Run' tour.
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