Jay Z And Beyoncé Begin 22 Day Vegan Challenge To Celebrate 44th Birthday

American rap mogul Jay Z wants to make a lifestyle change as he turns 44 Today (Dec 4th).

The 'Magna Carta Holy Grail' hit maker, along with his wife Beyoncé, will embark on a 22 day vegan diet challenge.

Jay made the announced via his website, Life & Times, the post read, "On December 3rd, one day before my 44th birthday I will embark on a 22 Days challenge to go completely vegan, or as I prefer to call it, plant-based!!"

Why 22 days? Well according to the Brooklyn native, "Psychologists have said it takes 21 days to make or break a habit. On the 22nd day, you've found the way."

He then further explained why he has chosen to go vegan now, "There's something spiritual to me about it being my 44th birthday and the serendipity behind the number of days in this challenge; 22 (2+2=4) coupled with the fact that the challenge ends on Christmas Day," he wrote. "It just feels right!"

Jay calls this venture a "spiritual and physical cleanse" and asks for any vegans out there to aid him with advice as the 44 year-old isn't familiar in the practise of veganism, "Any professional vegans out there that have any great food spots please help out!" he wrote. "Please ha."

"P.S.," he added, "B is also joining me."

The power couple have already dominated the music industry but can they conquer the dietary world? Kanye West has referred to his mentor (Jay) as a "trend setter", which in this case is a good thing, the rapper will hopefully inspire Americans to join him on the healthy eating regime, there may be no meat but there are lots of natural based foods available, Yummy!

This announcement has also earned Jay a free meal ticket from The Humane Society of the United States for his birthday, it contains a pass to New York City restaurant Candle 79, and recommendations to healthy and humane eateries in cities where he's performing this month.