Bon Iver’s Justin Vernon Criticizes Beyoncé Pepsi Deal, Calls Live Nation “Bullshit”

In a new interview with the Guardian, Bon Iver’s Justin Vernon criticized superstar artists that take corporate money to fund their ventures. Citing Beyoncé as an example, he said, “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.” Elsewhere in the interview, Vernon discusses working with Kanye, the extended break before his next album 22, A Million, and calls Live Nation “bullshit.” “I grew up loving bands like the Indigo Girls, and they stood for something, doing benefit shows and talking about shit and changing culture or changing people’s mindsets and raising awareness,” he said. “What’s music for? It’s not about having a bunch of CDs.”

Vernon’s stance on artist-brand partnerships is a reversal from the one he held in 2011, when he joined a Bushmills ad campaign and was later criticized by the Avalanches for it. In an interview from 2015, Vernon admitted that he regretted appearing in the Bushmills campaign, saying:

“To be clear: They gave us a bunch of money and we were able to finish [my recording studio] without borrowing. It was great for us, and everybody that worked at the company was great, and I love Bushmills and wanted to do the deal because my dad loved Bushmills — we bond over Irish whiskey. But the problem is that it isn’t just Bushmills. It’s run by a corporation, and you kind of forget that they’re not interested in you or really what you’re doing. 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.”

Revisit “What's Justin Vernon Been Up to Since the Last Bon Iver Album? A Lot” on the Pitch.