Rapper Cardi B has become the latest celebrity taking part in the ASMR craze.
The "Bodak Yellow" star was interviewed by W Magazine and is seen in a video stroking, whispering and purring into a microphone, and playing with a fluffy rug and a children's toy.
The 13-minute interview is weirdly hypnotic but also offers some insights into the success of her debut single and her first album Invasion of Privacy, and returning to work after the birth of her child, Kulture, with husband Offset.
Autonomous Sensory Meridian Response, known more commonly as ASMR, is a phenomenon that has (quietly) grown in popularity over the past few years.
The appeal lies in the ambient sounds that fans claim give them "braingasms", and tingling sensations in their scalp, neck and spine.
Thousands of videos are available on YouTube, featuring celebrities, YouTube personalities, and even brands like Ikea. Most people say they watch ASMR videos to relax, de-stress or help them get to sleep.
A study at Swansea University in 2015 found that people responded well to whispering, crisp sounds and slow movement.
"My husband thinks it's very strange and weird that I watch ASMR every singe day to go to bed," Cardi admitted.
At the end she whispers: "I hope that this put you to sleep and I hope that this relaxed you and you have a beautiful, beautiful, beautiful, blessed, blessed, blessed day. This is Cardi B, ASMR edition."
The rapper hinted on Instagram on 22 October that she will be back this Friday with a new single, rumoured to be titled "Money".
