Music-lovers are busy expressing their secondhand embarrassment right now, after KFC booked a slot for ‘Colonel Sanders’ at a US music festival.

This weekend has seen the 2019 edition of Ultra Music Festival descend upon Miami in the US state of Florida. An iconic festival that has since expanded around the world, it has gained a reputation for showcasing some of the biggest artists in electronic music.

However, while some fans and publications have labelled this year’s event as “Fyre Festival 2“, others can’t get over the festival’s inclusion of KFC’s iconic mascot.

Yes, as Billboard reports, Ultra Music Festival’s main stage featured guest appearance by none other than Colonel Harland Sanders – despite the notable handicap of being dead for almost 40 years.

Featuring a real DJ wearing a helmet designed to look like Colonel Sanders’ face, this Friday night set was met with one of the most awkward responses of the entire festival.

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“Hello Kentucky,” the pre-recorded voice of the ‘Colonel’ called out to the crowd. “Sorry, where? Miami? Really? Uh, Hello Miami!”

“I am Colonel Sanders, I am everywhere. Are y’all hungry for some beats? Do you want deep-fried or finger lickin’ bangers?”

As images of the real Colonel Sanders flooded the screen, a chicken’s squawk was heard before the bass dropped, giving fans one one of the most blatant examples of advertising we’ve ever seen.

While online commentators were undoubtedly shocked by this terrible performance, others took to Facebook to make light of the situation (“When the edibles come with 11 secret herbs and spices” wrote one, while another said they “can’t tell the difference between this and Marshmello.”)

this made me feel so awkward watching :/// wtf is this cringe. Ur right. There are some of the most amazing up and coming artists who should be seen and who deserve to be seen. Yuk. — ALISON WONDERLAND (@awonderland) March 30, 2019

Nah. It’s tacky. They could have found a better way that doesn’t cheapen what we do — ALISON WONDERLAND (@awonderland) March 30, 2019

US producer Marshmello actually commented on this performance, stating in a since-deleted Tweet; “This KFC Colonel Sanders Djing at Ultra is lame. I can think of a lot of other artists that actually deserve to be on that stage instead.”

Meanwhile, Aussie producer Alison Wonderland also chimed in, noting that “there are some of the most amazing up and coming artists who should be seen and who deserve to be seen.”

“It’s tacky. They could have found a better way that doesn’t cheapen what we do.”

As alluded to previously, fans have been taking to social media to label the event as “Fyre Festival 2”, with the festival’s new location at the barrier island of Virginia Key causing transportation nightmares for fans and organisers alike.

While we sincerely hope that no further fast food mascots (or late founders) hit the decks again any time soon, we’re just a little disappointed they didn’t just open the set with this classic…

Check out an early ’90s KFC ad: