Companies Feeling The Pressure -- Mountain Dew Drops Deal With Lil Wayne

Hip-hop artists aren’t having the best of luck when it comes to their sponsorships.

Rick Ross was recently dropped from Reebok for his controversial “date rape” lyrics on U.O.E.N.O and last week, Mountain Dew pulled the plug on a TV ad with Tyler The Creator where it showed a white woman beaten up and trying to name her attacker in a police line-up.

Now, Mountain Dew has decided to end their partnership with Lil Wayne due to his Emmett Till reference in the song “Karate Chop” with Future.

Mountain Dew released a statement calling the lyrics an "offensive reference to a revered civil rights icon does not reflect the values of our brand."

Wayne released an apology in a letter to the family of Emmett Till to which they didn’t accept. The Emmett Till family was trying to get the soft drink company to drop Wayne and it looks like they felt the pressure.

Companies are really setting the tone right now. They need their brand represented in a positive light or be at risk of losing money.