Soulja Boy seriously channeled his love for Louis Vuitton into his new mixtape. Not only does the 'Crank That (Soulja Boy)' rapper mention the luxury brand on several different tracks, he named the album after LVMH chairman Bernard Arnault and in one song (appropriately titled 'Louis Vuitton') he drops the brand name a whopping 63 times.

Some are questioning if his devotion to the brand is genuine or just a contrived attempt at publicity. After all, Soulja Boy couldn't even be bothered to make sure he got Arnault's first name right, calling him "Robert Arnault" instead of "Bernard Arnault" in two different songs.

Regardless of his motives, the 'Bernard Arnault EP' is doing well, with more than 13,000 downloads in the last week.

Listen to 'Louis Vuitton' below: