Actress Lala, singer Kelly Rowland, and Kim Kardashian are some of the US celebs seen in a viral video promoting Beenie Man’s 1998 hit, Sim Simma.

The viral trend, dubbed the Simma Challenge, comes ahead of the release of King of the Dancehall’s highly anticipated album, SIMMA. The video shows Lala face timing her celebrity friends. When the call is answered, Lala says, “Sim Simma”, and the person on the other end is expected to say, “Who got the keys to my Bimma?”

Beenie Man has since reposted the video, urging his over 965K Instagram followers to keep the SimSimma challenge going.

After seven years, Beenie Man’s 19-track album Simma, produced by the Doctor’s MD Music Group, will be released on August 31 and is a follow-up to Unstoppable in 2016.

Busy Signal, Patoranking, Giggs, Ms Banks, Mya, Hood Celebrityy, Dexta Daps, Shenseea, Bunji Garlin, Shaggy, Popcaan, Dre Island, Morgan Heritage, Sean Paul, Charly Black, Anthony Red Rose, Louie Culture, Stonebwoy, and Backroad Gee are among the star-studded collaborators who are featured on Simma.