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Ratchet Lyrics Just Won’t ‘Dew’ in 2013! [VIDEO]

After a year-long “DeWeezy” campaign, Mountain Dew has dropped their sponsorship of Lil Wayne because of his “crude lyrics”!

With these high-profile endorsement deals going sour, will hip-hop trade in the ratchet lyrics and revert back to the socially conscious music it started with? 

Pepsi Co

It’s a tricky world for rappers right now. In the ’90s, they were encouraged to be gangsters and thugs, and now, companies are punishing rappers for being morally insensitive. These companies are quick to flip the switch when the public speaks out about someone they’re endorsing.

One moment, Pepsi Co. gives the go-ahead for Tyler the Creator to produce a string of “racist” Mountain Dew commercials starring a violent, sexually-abusive goat. And days later, Mountain Dew cuts ties with Lil Wayne because of his offensive lyrics.

“We do not plan any additional work with Lil Wayne moving forward. His offensive reference to a revered civil rights icon does not reflect the values of our brand.”

In case you missed it, Lil Wayne has been under fire from Emmett Till’s family, who fought to have offensive lyrics removed from Lil Wayne’s verse on Future’s “Karate Chop” remix.

Sarah Cunningham, publicist for Lil Wayne’s record label, Young Money, issued the following statement:

“I can confirm that due to creative differences, we mutually decided to part ways. It was amicable.”

This all happened days after Tyler The Creator’s string of “Dew It” commercials were pulled after journalist Paul Porter complained to Pepsi Co. about its racial stereotypes.

Listen to this interview recorded on May 1 where Dr. Boyce Watkins and Paul Porter claim that “hIp-hop Is at an all-time low”!!

Could 2013 be the year that socially conscious rappers like Talib Kweli will get the endorsement deal that “Gangsta Rappers” have enjoyed since the ’90s?

I sure hope so!

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