Following PewDiePie’s “Congratulations” music video, various mainstream media outlets have taken potshots at the Swedish YouTuber, using words such as “loser” and “racist”, among numerous other strong adjectives.

PewDiePie–real name Felix Kjellberg–released the music video on March 31, congratulating Indian music record label T-Series after its YouTube channel overtook his own to become the most subscribed channel on YouTube. The music video didn’t sit well with said mainstream media apparently, as several had come forward to call out Kjellberg for his alleged unsportsmanlike and racist conduct.

India Today called PewDiePie a “loser” in their article headline, pointing out that he “disses India” and “says Indians are poo poo in their brains”, alluding to a satirical line found in his song. The article then went on to indicate that Kjellberg was being unsportsmanlike in his defeat from T-Series, saying that he did not take his defeat well. A similar sentiment was shared by NDTV, who called Kjellberg a “sore loser” in their article headline.

“Loser” was not the only strong word the media used to describe his music video. An article from Opindia identified lyrics found in the song as racist, saying that the song was filled with “nasty and mean comments and casual racism towards Indians”. The article didn’t relent from criticizing Kjellberg, stating that he “mocked” T-Series. It was also mentioned that Kjellberg rapped about India figuring out its caste system, using T-Series’ ad revenue to solve the country’s poverty issue, before doubting the company’s willingness to do so. Interestingly enough, those lyrics weren’t sung by Kjellberg himself, instead they were sung by collaborator David Paul Brown, also known as Boyinaband.

The song had also been called racist by Zee News, branding it as a “racist rant against India”. The article mentioned that Kjellberg “attacked” the Indian caste system and accused Bhushan Kumar of song piracy and tax evasion, even though Kjellberg didn’t attribute the act of song piracy to Kumar himself. The highly satirical lyrics on Indians “having poo-poo in their brains” were being pointed out as racist as well, in which case it was quoted incorrectly in the article as “Indians are poo poo in their brains”.

Furthermore, Alicia Adejobi of Metro referred to PewDiePie as “the king of petty” and the song “scathing”, pointing out the juxtaposition of him mocking his rival in the very same video used to congratulate them. Kjellberg was mentioned to have “flipped the bird” and taking “not-so subtle digs at T-Series”, after which Adejobi implied that he was bitter on his loss from the company. Yet another piece of lyric from the song was referred to as racist in this article, this time being the lyrics on T-Series accusing Kjellberg of defamation in a separate cease and desist letter. The article closes by mockingly suggesting that Kjellberg, after all’s said and done, still appreciates his supporters from India.

The media outrage against PewDiePie was nothing new to the YouTuber, as referenced in the song, in which he told T-Series to “get used to your past being held against you by the media”. This is a nod to his past scrutiny with Wall Street Journal and Vox, during which both media outlets accused him of being an anti-Semitic. A phenomenon comparable to what’s currently happening, this time his sarcasm being mistaken for racism, which resulted in him being called a “sore loser” by various media outlets.

In spite of these waves of verbal assaults, support for Kjellberg remained high as ever, with the “Congratulations” music video amassing 39 million views and as much as 4 million likes in three days. As for his subscriber race against T-Series, PewDiePie has already gotten a sizable lead, acquiring a 330,068 subscribers difference.