Atlanta rapper Waka Flocka Flame made a nickname for himself both as a soloist and rhyming with Gucci Mane. And while he’s purchased a diamond chain in the likeness of Muppet character Fozzie Bear as a reference to his nickname, Waka is taking things further by partnering with animal rights group, People for the Ethical Treatment of Animals. It was announced in February that Waka would participate in PETA’s “Ink Not Mink” campaign, and roughly a month later, he is featured in various, national advertisements.

“First of all, I love animals,” Waka explained in a video posted on the official PETA site. “As a kid I had a dog, fish and iguanas. I had to Google PETA, but I learned about it though.”

Waka Flocka Flame explained that he initially didn’t know which animals were being skinned for various fur coats. But the notion that some of his favorite animals could be killed for the sake of fashion began to trouble him. In addition to participating in “Ink Not Mink,” Waka Flocka Flame says he also avoids eating red meat as well as circuses in efforts to promote animal rights.

took PETA to task for using a viral video featuring himself and Rapper Big Pooh as an unofficial endorsement for vegetarianism.

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