Jon James McMurray wanted a clip of him rapping on the wing of a plane in his next music video.
He had trained and practiced the stunt for months, but when it came time to execute it things went tragically wrong.
He stood too close to the edge of the wing, causing the small Cessna plane to shift into a downward spiral, knocking McMurry off of his feet.
"Jon held onto the wing until it was too late, and by the time he let go, he didn't have time to pull his chute," his management team said in a statement. "He impacted and died instantly."
The Calgary-born McMurray, 34, was a professional skier and stunt artist who began rapping and producing several years ago when he was laid up with a broken back. His last track was the Riff Raff featured "The Man."
RIP.