The music business is a crazy and competitive world and artists are constantly being challenged with developing new ways to market themselves, their music and their tours. Props to Keith Urban for utilizing one of his favorite forms of artistic expression—tattoos—to promote his upcoming Ripcord World Tour.

In a new video, Keith not only gets “inked” with the tour dates, he gets an impressive piece of art on one of the bare spots on his bare torso.

Pay close attention though. The artist, designer Jody Steel, isn’t actually tattooing Keith, but is instead using markers for this living, breathing tour poster. Jody, an artist from Los Angeles, uses body paints and markers to create lifelike, but not necessarily permanent, body art.