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Lil Wayne’s Mountain Dew Endorsement Severed by PepsiCo

Lil Wayne

Lil Wayne‘s own words have hurt him today. PepsiCo, the parent company of Mountain Dew, has severed ties with the popular rapper after he made a vulgar reference to civil rights icon Emmett Till in a remix to Future‘s song, ‘Karate Chop.’

The Associated Press reports that PepsiCo released a statement Friday explaining that the Young Money leader’s “offensive reference to a revered civil rights icon does not reflect the values of our brand.”

His lyrics, “Beat that p—- up like Emmett Till,” angered the Till estate, who set out to get the song banned. Epic Records, the label home of Future, pulled the track featuring Wayne’s verse from radio. Earlier this week, Emmett Till’s family refused to accept an open letter of apology the ‘I Am Not a Human Being II’ rhymer wrote, in which he acknowledged their hurt regarding his lyrics.

“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. I would like to take a moment to acknowledge your hurt, as well as the letter you sent to me via your attorneys.

Moving forward, I will not use or reference Emmett Till or the Till family in my music, especially in an inappropriate manner,” were just some of the words written.

In 1955, Emmett Till, a black teen, was visiting family in Mississippi when he was killed for allegedly whistling at a white woman.

Last year, Wayne teamed with the company’s Mountain Dew soda for the DEWeezy ad campaign. Mountain Dew and the 30-year-old emcee also broke ground on the DEWeezy skate park in New Orleans’ Lower 9th Ward Village in 2012. The park serves as a recreational destination for the community to skate.

Next: 10 Controversial Hip-Hop and R&B Songs

Watch Lil Wayne’s ‘Rich as F—‘ Feat. 2 Chainz

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