JAY-Z and his wife Beyonce are now selling diamonds for Tiffany & Co, as the stars of their latest ad campaign.

But it's what's hanging in the background of the new spot which has people talking -- and not saying good things.

The Carters for Tiffany & Co. #AboutLove #TiffanyAndCo
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© Estate of Jean-Michel Basquiat. Licensed by Artestar, New York pic.twitter.com/uQqkkJRbhY

— Roc Nation (@RocNation) August 23, 2021

JAY and Bey pose in front of a painting from legendary street artist Jean-Michel Basquiat, who died in 1988 at age 27.

The painting had been in the hands of a private collector since the 80s, meaning the work has basically been unseen.  Tiffany's recently purchased and will display it in their New York showroom

Twitter didn't think an ad for Tiffany with JAY-Z and Beyonce was the right place to show it.

Using never-before-seen Basquiat to sell jewels is the most anti-Art thing I’ve ever seen https://t.co/i2c1EJWBqS

— battery taster extreme 🇵🇸 (@spoonspoon_) August 23, 2021

Jay cosplaying as Basquiat is really getting on my nerves.

— Aht Aht 🙅🏽‍♀️🚫 (@MsLaFitteTweets) August 23, 2021

Ngl man, I really want them out of the shot, because that painting looks like one of Basquiat's sickest https://t.co/D9FQj1rz9V

— Youtubian Beta Male (@Demboslice_) August 23, 2021

The fact that they showed off this never-before-seen piece of art from Jean-Michel Basquiat for an ADVERTISEMENT doesn’t sit well with my spirits… pic.twitter.com/MOCpOukf8T

— Professor Wright 🎓 (@Savion) August 23, 2021

Basquiat wasn't the type of person or artist to approve of his pieces being used in an ad from multiple billionaires (uncontextualized, at that). His art was all about pain & beauty in low places, so, it comes across as a tone deaf & flippant flex on his legacy.

— Temperamental Pu$$y Juice (@Nezylon) August 23, 2021

In  2017, a Basquiat painting depicting a black skull with red and yellow rivulets sold for $110.5 million, the most expensive price ever for an American artist.