There are a multitude of ways in which one can commit social suicide nowadays, but one of the most surefire ways is messing with the Beyhive. If you’re a celebrity and you make enemies with Beyoncé, her legion of fans will unleash swift and ferocious justice faster than you can tweet about not understanding the lyrics to “Formation.” Folk-singer Bon Iver (alias Justin Vernon) is currently being served a reminder of this fact after very publicly trashing her in a move that nearly all can agree was poorly thought-out.

In an interview with The Guardian to promote his new album 22, A Million, Vernon spoke at length about his dissatisfaction with the sort of role model Beyoncé is in lieu of her big-budget corporate endorsements. “Like, I’d prefer Beyoncé didn’t do a Pepsi tour,” he says, “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.”

Naturally, people got angry:

At face value it seems harsh criticism, but his comments have brought particular ire for their extreme hypocrisy. Back in 2011, Vernon very publicly fronted a nationwide ad campaign for Bushmills whiskey, a move that he has later openly regretted. Regardless of his change of heart, the internet is a cruel and unforgiving place, and Vernon is now in the midst of a mass public shaming by Beyoncé fans and casual trolls alike. How this will affect Vernon’s fruitful relationship with Bey’s besties like Kanye West remains to be seen, but it would be prudent to start popping your popcorn now.

Stay tuned to see if Bon Iver will survive the wrath of the fearsome Beyhive. His new album 22, A Million is out this Friday, September 30.

In other music news, Drake just released his much-hyped short film “Please Forgive Me,” an epic 23-minute short film featuring several songs from VIEWS. Watch it right here.

Music Editor