PepsiCo's Mountain Dew has been cracking down on today's most influential hip-hop stars. After pulling Tyler, the Creator's controversial ad, the company has decided to part ways with rapper, Lil Wayne.
According to The Los Angeles Times, PepsiCo has ended their partnership with Lil Wayne over an explicit sexual reference to civil rights figure, Emmett Till.
"We do not plan any additional work with Lil Wayne moving forward," said PepsiCo in a statement released on Friday. "His offensive reference to a revered civil rights icon does not reflect the values of our brand."
Sarah Cunningham, Lil Wayne's publicist, stated that the split was an amicable one of "creative differences".
"That's about all I can tell you at this time," said Cunningham.
In Future's "Karate Chop (remix)", Wayne boasts, "'Bout to put rims on my skateboard wheels. Beat that p***y up like Emmett Till."
According to Wyoming Tribune Eagle Online, the Till family insisted that the rapper issue an apology for his crude lyrics. After months of controversy, Wayne sent a letter to the family.
"It has come to my attention that lyrics from my contribution to a fellow artist's song has deeply offended your family. As a father myself, I cannot imagine the pain that your family has had to endure," he wrote. "I would like to take a moment to acknowledge your hurt, as well as the letter you sent to me via your attorneys."
The letter, which did not contain the words "I apologize", failed to impress Till's family.
Airickca Gordon-Taylor, a cousin of Till, told the Associated Press that the apology fell short.
"I think that he's kind of been pressured or he's been admonished to make a statement to the family because of the ongoing negative publicity and attention and the pressure we've put onto his endorsement with Mountain Dew," said Taylor.
Taylor expressed that the statement was a public acknowledgment and not an apology.
In 1955, Emmett Till was brutally attacked and murdered for allegedly whistling at a white woman in Mississippi.
