As Bon Iver‘s album release date nears, frontman Justin Vernon sat down with The Guardian in a recent interview and criticized Beyonce‘s partnership with Pepsi.
“You have to believe in something. Like, I’d prefer Beyonce didn’t do a Pepsi tour. Do not take two million dollars from Pepsi and be a role model for young girls”, the Bon Iver frontman proclaimed. “Do not do that. That stuff does anger me. And I feel like I am not afraid to talk about that stuff.”
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The unwarranted response undoubtedly attracted reactions from the BeyHive and even Robin Pecknold, singer-songwriter for indie-folk stalwarts Fleet Foxes, who offered his response via Instagram, with a since-deleted post of a photo of the children’s tale “The Emperor’s New Clothes” captioned: “Is Pepsi and Bushmills a drink?”
“It’s run by a corporation, and you kind of forget that they’re not interested in you or really what you’re doing” the folk singer discussed about his Bushmills ad in an interview with Grantland. “They’re interested in your popularity and your reach, and it felt really sickening after a while. Not badmouthing Bushmills the company, but I regret it.”
Bon Iver’s upcoming album 22, A Million is set to be released Sept. 30.