Lil Wayne Dropped By Mountain Dew Over Emmett Till Lyric! [Details]

Rucuss staffMay 4, 2013

Lil Wayne is the latest rapper to lose an endorsement deal over music lyrics.

Mountain Dew has cut ties with Lil Wayne after backlash over his reference to civil rights martyr Emmett Till on Future’s Karate Chop remix. Weezy raps, “Beat that pu**y up like Emmitt Till.” Lil Tunechi joins Rick Ross who was dropped by Reebok after he rapped about raping a woman on Rocko’s song U.O.E.N.O.

The offensive lyric was later removed and Wayne sent a letter to Till’s family offering his empathy. But the letter wasn’t enough for the Till family.

“I was not impressed,” said Airickca Gordon-Taylor, a cousin of Till’s. “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.”

PepsiCo, who owns Mountain Dew, wrote in a statement issued Friday, that Wayne’s “offensive reference to a revered civil rights icon does not reflect the values of our brand.” Wayne has appeared in Mountain Dew commercials and the soft drink maker is also a sponsor of his upcoming America’s Most Wanted Music Festival, set to begin this summer.

Mountain Dew also received backlash this week after a commercial directed by Odd Future’s Tyler, the Creator was deemed racist and pulled from the Internet.

Watch Wayne in a Mountain Dew commercial below.

Listen to Wayne rap about Till around 3:10 mark below.


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