Katie Rucke
Lyrics from one of Grammy-nominated rapper Rick Ross’ songs not only landed the rapper in hot water with feminist groups, but also cost the rapper his job as a spokesperson for the sportswear company, Reebok.
In his song “U.O.E.N.O.,” Ross raps about giving a woman the drug MDMA, which is more commonly known as ecstasy or “molly”, and having his way with her: “Put molly all up in her champagne / she ain’t even know it / I took her home and I enjoyed that / she ain’t even know it.”
It was these lyrics that prompted feminist groups such as UltraViolet, a women’s rights organization, to turn to social media channels and petition Reebok to remove Ross. Some protesters even picketed outside one of Reebok’s stores in Manhattan.
“By holding Rick Ross up as something to aspire to, Reebok is sending the message that raping a woman is cool — and that’s a dangerous message to send the boys and young men that Reebok markets to. This is what rape culture is,” a petition drafted by UltraViolet states.
Aware of the backlash to the song, Ross tweeted an apology in early April regarding the lyrics. He tweeted: “I dont [sic] condone rape. Apologies for the #lyric interpreted as rape. #BOSS.” He also tweeted: “Apologies to my many business partners, who would never promote violence against women. @ReebokClassics @ultraviolet.”
But it wasn’t enough to convince enough of the public that he was sorry. Many on Twitter reacted negatively to Ross’ apology tweets and suggested he work on the sincerity of his apologies.
Last Thursday, the feminist groups got their wish when Reebok announced they had let Ross go because Ross had yet to “display an understanding of the seriousness of this issue or an appropriate level of remorse.
“Reebok holds our partners to a high standard, and we expect them to live up to the values of our brand. Unfortunately, Rick Ross has failed to do so,” Reebok said.
“While we do not believe that Rick Ross condones sexual assault, we are very disappointed he has yet to display an understanding of the seriousness of this issue or an appropriate level of remorse.”
Groups like UltraViolet were elated at the announcement. The group released a statement that said the following: “We are thrilled to hear that Reebok is joining the fight against rape culture and dropping Rick Ross,” the group said Thursday. “….This sends a strong message that rapping about drugging and raping an unconscious woman is not only morally wrong, but has real consequences …Thank you Reebok for taking a stand.”
Ross released an official apology after he was let go, in which he said that the men who listen to his music should “know that using a substance to rob a woman of her right to make a choice is not only a crime, it’s wrong.
“Before I am an artist, I am a father, a son, and a brother to some of the most cherished women in the world. So for me to suggest in any way that harm and violation be brought to a woman is one of my biggest mistakes and regrets,” his statement said.
But some from the hip-hop community think Ross should not have been fired. During a radio New York radio program’s morning program entitled “The Breakfast Club,” rapper Tyga, who has a deal with Reebok, said that while rappers have to be conscious on whether they want to build a relationship with a company or build their career, companies should be cognizant of who they are asking to be their spokesperson.
“With situations like that it’s kind of like … you’re endorsing a rapper. Being a rapper and having that lifestyle, being from the streets or whatever it’s like you deal with stuff like that so you just gotta either — ya know like Tiger Woods and Nike, sometimes you gotta hold it down.”
As a spokesperson, Ross appeared in a commercial for the Reebok Classic sneakers.