Simba Mhere died this morning - and not like the deplorable J&B Met 2015 tweeted "last night" - in a horrific car crash.
After an avalanche of criticism on social media for its shameless and extremely insensitive self-promotion the J&B Met 2015 finally apologised on Twitter, saying "We the J&B would like to apologise on the insensitivity of our previous tweet. We are rectifying the situation from our side and once again we sincerely apologise for the remark".
The damage however was done.
"Pity you had to be tweeted, told there is a screengrab, and told to apologise. Hope you shun the callous person responsible," said commentator Eusebius McKaiser.
Several celebrities left the J&B Met today early and several were complete no-shows as news about Simba Mhere's death spread who was on his way to the Oliver Tambo International Airport early this morning to fly to the event in Cape Town.
Simba Mhere's death dampened the entire mood of the J&B Met 2015's well-heeled who didn't want to be seen partying it up and celebrating amidst the loss of one of their own.
The Top Billing crew and presenter Jonathan Boynton-Lee also left the J&B Met, with Simba Mhere's death which became the number one topic of conversation under the remaining socialites.