Beyonce and Jay-Z have launched a contest to give a lucky winner a lifetime of free tickets to their shows – but there is a problem.
In return, the superstar duo is urging fans to adopt a vegan diet for a month – hot on the heels of Veganuary.
Singer Lemonade has announced the competition for her 123 million followers on Instagram, who will see a randomly chosen fan win a pair of tickets a year for 30 years.
The prize is estimated to have a retail value of $ 12,000 (£ 9,160).
Beyonce told her followers that the contest is to support the Greenprint Project, which promotes the adoption of a complete or partially vegan diet.
The organization argues that switching to herbal meals can have a positive impact on the environment – reducing carbon emissions, saving water and conserving resources.
It was founded by Marcos Borges – Beyoncé's personal trainer.
In a statement, Beyonce and Jay-Z said, "The benefits of a single meal a day in a factory can have such a profound impact on our health and the environment, from reducing carbon emissions to conserving water.
"We want to challenge you as we challenge ourselves to move toward a more plant-based lifestyle and recognize you for your health and the health of the planet."
Beyonce said she pledged not to eat meat on Mondays and eat vegetable-based breakfast while her husband Jay-Z said two of her daily meals would be made from vegetables.
The competition to win the lifetime ticket supply will likely be fierce, with 587,000 enjoying their posting on Instagram so far.