If you didn’t know who Robbie Williams was, now might be a good time to learn.

Williams, a British singer, is about to become a meme after flipping off the camera at the opening ceremony of the World Cup in the midst of his performance.

The 44-year-old was part of Take That, a pop group, and has worked as a solo artist. The star overseas has won eighteen Brit Awards — a record. Evidently, he was looking to expand his profile worldwide with his performance in Russia.

Williams’ performance preceded the match between Russia and Saudi Arabia. As far as moments go, it may now overshadow the game.