PepsiCo is cutting its ties with Lil Wayne following his offensive reference to Emmett Till.
According to the associated press, aÂ statement from Pepsi revealed that Wayne's "offensive reference to a revered civil rights icon does not reflect the values of our brand," which has led the brand to end its endorsements with the rapper.
Sarah Cunningham, a publicist for weezyÂ stated that the parting was amicable, and due to "creative differences". To which she addedÂ "That's about all I can tell you at this time."
This is the second controversy involving a rapper that PepsiCo has actively responded to this week, coming shortly after taking a Tyler, The Creator ad down after it was called "the most racist commercial ever made".
There is still no confirmation on whether the Till family's dissatisfaction with Wayne's "apology" is the root of the issue.Â
More coverage to come as information arrives.
[Update: Till Family Reacts To Drop]
Following the announcement of Lil Wayne's departure fromÂ PesiCo sponsorship,Â Airickca Gordon-Taylor, Executive Director of Mamie Till Mobley Foundation released a statement commending the choice.
âBack in February, whenÂ I first heard the lyrics,Â IÂ was in utter shock, disappointment and sadness.Â Â Just as Mamie Till Mobley didnât endure the pain of losing Emmett Till alone,Â many peopleÂ have stood inÂ solidarity with our family, even if it wasnât the most popularÂ stand to take.
âThe road less traveled isÂ surely not the easiest but standingÂ for your principlesÂ provides the endurance needed to fight for human and civil rights.Â Â This decision was monumental, we commend Mountain Dew for taking action towards better social responsibility, and now I finally feel that we can exhale and focus on our beloved Mamie Till Mobleyâs charge,Â âLetâs get on with the business of positive thinking and livingâ.
Simeon Wright, who was an eyewitness to the kidnapping of Emmett Till, also supported PepsiCo's decision, but was impressed that the company would sever ties with such a big name over a moral issue.
âThis is beyond my expectations, Iâm pleased that it happened and it shouldnât waited for public outcry. Anything that belittles or degrades the memory of Emmett Till shouldnât be in the public square,â Wright said. âRacism is still out there. Whatever you listen too, whatever you do, get an education. âDonât let this system destroy you.ââ
Hard to say if the results would have been different had Wayne delivered a proper apology prior to the threat of losing endorsements.