If you thought releasing a song called "Pajama Pants" was ridiculous, you haven't seen the half of Nick Cannon's absurd new promotional strategy. His upcoming album, White People Party Music, has now earned itself its own character, Connor Smallnut, played by a "white face"-donning Cannon.

This isn't anything we haven't seen before from the likes of Eddie Murphy and Dave Chappelle, but this take is somehow decidedly creepier than those that came before it.

The character has also spilled out onto the Wild N Out host's Twitter and Instagram accounts, with Cannon answering questions in character, and captioning the photo himself in costume with the following text:

It's official... I'm White!!!#WHITEPEOPLEPARTYMUSIC #Wppm in stores April 1st!!!!!!Dude Go Get It!!!Join The Party!!!! #GoodCredit#DogKissing #BeerPong #FarmersMarkets#FistPumping #CreamCheeseEating #RacialDraft "Bro I got drafted!!"

>Take a look at some of the content we've got from Smallnut so far. How do you feel about it?