With his new album '22, A Million' coming out in a matter of days, Bon Iver man Justin Vernon has been on the promo trail for it and has not been afraid to speak his mind about various issues.

One of them is Beyonce's sponsorship deal with Pepsi, which he has a problem with according to comments made in The Guardian.

He said: "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.”

As several people have pointed out - including Fleet Foxes frontman Robin Pecknold, in an Instagram post now deleted - Vernon is in no position to be talking about corporate sponsorship, considering how he shilled for Bushmills whiskey in an ad campaign in 2011.

Neither Beyoncé nor Vernon have made a comment since the interview was published - apart from Vernon admitting on Twitter that it was 'all trew':