Carmelo Anthony (also known as MVP! MVP! MVP!) is getting into the magazine business. According to The New York Post, Anthony has purchased a 10 percent stake in HauteTime.com, a spinoff of Haute Living, the luxury publisher. In April, the company is launching Haute Time magazine, with a distribution of 50,000.

Anthony already has a partnership with HauteTime, a site that focuses on watches that are more expensive than Australia. Each “watch of the day” picture Anthony posts on his Instagram account links back to HauteTime, and the site runs his choices as well.

Haute Time is nice sounding — and sure, it fits the fancy timepiece theme — but wouldn’t a better title for an Anthony-backed glossy be something like I’m Gonna Shoot That If JR Smith Doesn’t magazine? Hey, it’s just a suggestion.