In the age of social media, the interests of celebrities and smaller companies are often entwined in awkward new ways. Hey, it makes sense for smaller business to try to capitalize off any connection they might have to celebrities, right? Sure, as long as they don’t ruin the very service they were hired to provide.

Unfortunately for Skepta — and his family and friends — that’s just what happened when the company Cake Create shared some pictures of his birthday cake on their Instagram:

His friends and family were obviously devastated, and quickly commented on the company’s unprofessionalism. For his part, though, Skepta was too overwhelmed with happiness to care much:

Thank you for the birthday cards, messages and presents. What a fucking year, absolute mad ting. Unconditional love for everybody that shared positive energy with me, I pray for a progressive, ego free, happy year with you all. Love <3

A photo posted by SKEPTA (@skeptagram) on Sep 19, 2015 at 12:23pm PDT