Musician Moby has revealed some shocking new ink to celebrate 32 years as a vegan - the words 'animal rights' in huge block letters down each of his arms.
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The 'Porcelain' hitmaker showed off his tattoos, or, as he points out "technically 12 tattoos" on Instagram.
"I'm a vegan animal rights activist for many reasons, but ultimately because I believe at the core of my being that every animal has the right to live their own life, according to their own will," he wrote.
The 54-year-old producer also thanked celebrity tattoo artist Kat Von D, who recently had a section of her arm entirely 'blacked out' with ink.
Moby's "next level" body art has prompted a raft of responses online, with some commentators dubbing the tattoos "idiotic".
"Once an idiot, always an idiot," one tweet read.
"Moby's tattoo choices remind me of every young self-righteous straightedge kid I used to meet at hardcore shows," said another.
"Please Acknowledge Moby's Veganism Before He Gets a Face Tattoo," one Twitter user warned.
While Moby's face remains uninked at this stage, it's already too late for his neck. In September this year, the Grammy nominee had 'Vegan 4 Life' indelibly etched on his neck.
"Working for animal rights and animal liberation is my life's work," he captioned the Instagram reveal at the time.
The comments on Moby's own Instagram post are largely positive, with friends and fans praising the producer for his commitment to the cause.