Bon Iver's Justin Vernon Criticises Beyoncé For Accepting Pepsi Deal

Justin Vernon has openly slammed Beyoncé for taking a sponsorship deal with Pepsi.

Chatting with The Guardian, Vernon voiced a sense of disappointment over stars accepting corporate money. Billboard estimates that the branding deal between Pepsi and Beyoncé is worth about $50 million.

"You can never be self-righteous, but it's okay to be a little righteous. 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," he said.

Pitchfork pointed out this stance on artist-brand partnerships is a reversal from what he held earlier in his career. In 2011, Vernon himself took part in an ad campaign for Bushmills.

Vernon later admitted that he regretted appearing in the ad campaign, saying, "they're interested in your popularity and your reach, and it felt really sickening after a while."

He has copped some backlash for his comments about Beyoncé, and as usual, Twitter is where all the debates are going down.

TL;DR - bon iver is mad that beyonce made more magic happen w. her corporate sponsorship than he did. https://t.co/nR9Pt7CEUt

— LA SICARIA (@daphneofallon) September 25, 2016

"I grew up loving bands like the Indigo Girls, and they stood for something, doing benefit shows and talking about s*** and changing culture or changing people's mindsets and raising awareness," Vernon added.

"What's music for? It's not about having a bunch of CDs."

Photo: Bushmills Ad, Instagram - Beyoncé