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It's no secret that celebrities have a powerful influence on society. The explosion of social media has only further increased this influence by allowing celebrities to get their message out whenever they please and on their own terms.

On December 3rd, at 8pm EST, rapper and hip hop mogul Jay-Z posted an article on his Life + Times website announcing that he was going vegan, and that he was doing it with 22 Days Nutrition. 22 Days Nutrition, a longtime client of EndLayer, alerted us of a likely traffic spike.

...and then it came. 1,000's and 1,000's of visitors landed on the 22 Days Nutrition website simultaneously. All throughout the night the vegan world exploded, as did celebrity news sources, magazines and media outlets. As our engineers monitored the server's performance and stability, the management team overseeing the operation took a few minutes to sit back and watch the media continue running with the story that was bringing our client tons and tons of traffic.

And they did just that.

Jay-Z and Beyonce are going vegan for 22 days http://t.co/0QdH0uJZG2

— People magazine (@peoplemag) December 4, 2013

Jay Z and Beyoncé are going vegan, and they want your help http://t.co/6fpHAA9WEA

— Pitchfork (@pitchforkmedia) December 4, 2013

22 Days Challenge - @S_C_ http://t.co/Re9Fi07gWC

— Life + Times (@LifeandTimes) December 4, 2013

Beyonce and Jay Z are now vegan http://t.co/WqcPnRoUNl Oh boy, do we have some great recipes for them: http://t.co/hFwXhOaoMZ

— Huffington Post (@HuffingtonPost) December 4, 2013

Jay Z and Beyoncé going vegan to kick off Jay Z's 44th birthday: http://t.co/1JafdsXhxw

— Yahoo Shine (@YahooShine) December 4, 2013

How are Beyonce & Jay Z celebrating his birthday? By going vegan for 22 days: http://t.co/py45B0PWsr

— E! Online (@eonline) December 4, 2013

Media outlets weren't the only ones chiming in either.

welcome to the club, Jay and Bey... http://t.co/b7rfBfWZU4

— Russell Simmons (@UncleRUSH) December 4, 2013

Congrats @S_C_ @Beyonce on going veg!! @oneluckyduck in NYC is must try. Here are a bunch more suggestions: http://t.co/C2BRjNXpXe

— Alicia Silverstone (@AliciaSilv) December 4, 2013

Traffic was coming from everywhere.

With each and every media mention, the traffic continued to explode. As U.S. traffic died down Tuesday night, international traffic was on the rise. Throughout this explosion at no point in time was 22DaysNutrition.com offline, or faced with performance issues of any kind.

As Wednesday went on, more and more traffic continued to pound the website. Unlike a normal celebrity mention, the media went crazy with this story and the origins - 22 Days Nutrition. Everyone from the LA Times and Huffington Post, to TMZ and Perez Hilton were sharing and curating content on Jay-Z and Beyonce's decision to go vegan for 22 days as a direct result of the influence of Marco Borges and 22 Days Nutrition.

With the large amounts of publicity 22 Days Nutrition was receiving, it was more important than ever to ensure that all of these new visitors who came to learn about 22 Days Nutrition were not going to have their first impression derailed by website issues. Website issues ranging from slow performance and instability, to safety and security can very easily steal a new visitors first impression and make it a bad one.

There's never an excuse not to ensure that your website is performing at the highest level possible, and to ensure this peace of mind, 22 Days Nutrition relies on EndLayer for all of their high-end managed hosting needs.

We can't wait to see what happens next as the 22 Days brand continues to grow!