It took one Instagram photo to shake up the sports industry.

The morning after April Fools’ Day, Jay-Z’s entertainment company, Roc Nation, posted a picture of the rapper-turned-mogul signing New York Yankees star Robinson Cano to a contract as the first client of his newly announced full-service sports management company, Roc Nation Sports.

Jay-Z, aka Shawn Carter, once rapped that “I’m not a businessman, I’m a business, man.” If his latest vision succeeds, the branding opportunities provided by Roc Nation could very well give his clients the capability to say the same thing, something that scares his newest competitors and puts the rest of the sports world on notice.

(Reporting by Jim Corbett, Mike Garafolo, Jeffrey Martin and Bob Nightengale)