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30 May 2014, 00:01 | Updated: 30 May 2014, 10:10
The 'It's My Birthday' rapper invented a new term for people glued to Instagram during social occasions live on Capital.
During a live interview with Max on Capital last night (29th May), superstar producer will.i.am shared his thoughts on people who Instagram pictures of their food.
He invented a new term for the phenomenon - '#Crumbing' - because if you're spending all your time on your phone, you're like the crumb at the side of the cake!
The 'Feelin' Myself' rapper also coined another new term during his time at Capital - 'JBing' - when you insist on getting your abs/booty/other assets out in Instagram. (Wonder who that could be named after?)
You can catch Max on Capital Sundays from 7pm and Monday to Thursday at 10pm.