Lil Wayne Dropped From Mountain Dew After His Insensitive Rap Lyric 'Beat the pu—y up like Emmett Till'

Lil' Wayne was dropped from appearing in Mountain Dew ads after his insensitive lyric from February's "Karate Chop," reports TMZ. The soda company, owned by PepsiCo, announced on Friday they'd be dropping the 30-year-old rapper after his verse on Oddfuture's single compared the 1955 beating of Emmet Till to rough sex. 

PepsiCo released a statement which said, "offensive reference to a revered civil rights icon does not reflect the values of our brand." 

Wayne's appearance in ads for Mountain Dew won't end right away, but their partnership will. It's unclear when PepsiCo will pull the Mountain Dew ads already airing, which still feature the Louisiana rapper.

In February of this year, Wayne did a verse on rap group, Oddfuture's single, "Karate Chop," featuring a lyric that brought the wrong sort of heat for the rapper nicknamed Weezy. The verse went as follows:

"Pop a lot of pain pills, 'bout to put rims on my skateboard wheels / beat that p***y up like Emmett Till."

In 1955, Emmett Till was just 14-years-old when he was beaten beyond recognition, then shot and dumped in a river after being accused of flirting with a white woman in Mississippi. His gruesome murder, ensuing open casket funeral, and murder trial was the spark many said lit the flint of the early Civil Rights Movement, which came to a head in the 1960's.

Wayne had already sent a letter to Till's family saying he was sorry if any feelings were hurt by the song. The family actually rejected the letter saying the rappers statements "fall short of an apology." 

PepsiCo's decision to drop the diminutive rapper with the patois drawl, comes just days after also dropping a similarly offensive commercial. The Mountain Dew ad offneded a multitude of different ethic groups in the United States and abroad, including Chinese-Americans, who all publicly claimed the ad was offensive. That commercial featured the rapper, Tyler the Creator of Oddfuture, who voiced the goat protagonist of the commercial. Tyler has said that he doesn't understand what all the fuss is about surrounding the ad.  

Mountain Dew executives claimed the ad was never approved, but many have countered that it must have been approved if it was able to make it to air.