Bon Iver Slams Beyoncé’s Pepsi Partnership, The Beyhive Responds

Bon Iver’s Justin Vernon expressed his frank opinions regarding artists and brand partnerships. In an earnest interview with The Guardian, he states that when he’s on tour, he wants each show to be special to the fans.

“Hopefully, people will understand that I will come and play for you, I will get to you, eventually, in your city, but when I get there hopefully we will play something more special, we won’t just play some gig, we’ll have thought about it. We won’t just be ‘Hello Cleveland-ing!’ through our lives. This isn’t about ego, nor is it an exercise in rock star-worthiness. Rather, it’s about wanting to halt the idiocracy.”

Idiocracy,’ as Vernon refers to it, is the 2005 Mike Judge film in which anti-intellectualism has run rampant in the country and people turn to pop culture for entertainment. In referring to Beyoncé, the Bon Iver frontman disapproves of the apathetic way in which the pop star steers her artistry.

“You have to believe in something. Like, I’d prefer Beyoncé didn’t do a Pepsi tour. Do not take two million dollars from Pepsi and be a role model for young girls. Do not do that. That stuff does anger me. And I feel like I am not afraid to talk about that stuff.”

And while the Indie-Folk star had good intentions, if you insult Beyoncé, the Beyhive will come after you.

Bon Iver’s latest album 22, A Million will be out this Friday (September 30). Perhaps it was not wise to incur the wrath of the Beyhive so close to an album release. While Vernon has not come out to make any public statements, he probably shouldn’t be one to criticize Bey. In 2011 he was the head of Busmill’s Whiskey’s nation-wide campaign, which he admits he regrets. Be sure to check back for the latest developments.

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