After Roasting Justin Bieber and James Franco, Comedy Central will be turning their attention to Rob Lowe. The network announced today that Rob Lowe will be this year’s Roastee, adding a new marketing hashtag to start off the marketing campaign.

The “Comedy Central Roast of Rob Lowe” (#LoweRoast) will take place in Los Angeles with the tape and airdate to be announced at a later date.

“Rob Lowe is handsome, talented, successful and handsome. He needs to be roasted,” said Kent Alterman, President, Comedy Central.

Lowe spoke about the Roast saying, “What a thrill to once again be following in Justin Bieber’s footsteps. I look forward to a night of hilarious jokes recycled from the James Franco Roast. I would like to express my gratitude to the members of my family who have passed away and therefore will not have to endure what promises to be a very special evening.”

From now until the Roast actually takes place, you can probably expect a ton of clips and marketing videos promoting the event. If it’s anything like Bieber’s and Franco’s, that marketing push will appear almost every other commercial on Viacom’s apps and television series.