In 2015 the personal brand takes precedence apparently. How else to explain this video posted by Hawaiian spear fisherman Braxton Rocha, wherein he Instagrams the horrific bite he just sustained from a 13-foot tiger shark, as he's loaded into his homies' flatbed truck? My man hasn't even received proper medical attention yet and is posting his trauma to the socials, wow.

The bite itself definitely lives up to the 15-second hype, though—looks like the shark took Braxton's entire left kneecap. According to the Hawaii Department of Land and Natural Resources, the attack went down in an "isolated and remote area," so beachgoers need not worry. Prayers up for Braxton; he'll surely keep us updated on his recovery status.