American rapper and hip-hop artist Waka Flocka Flame shook up the charts and the airwaves with his debut album, Flockaveli. This crunkster quickly became a musical sensation and is known for sporting some rockin’ ink and serious jewelry. But underneath all that bling is a heart of gold—Waka Flocka Flame is a huge animal lover and is giving a shout-out to all the helpless fuzzy animals who are killed for their fur. The rapper has joined PETA’s iconic “Ink, Not Mink” campaign and is showing his skin to help animals save theirs.

Waka thinks that “[fur] is nasty!” and urges the hip-hop community to “understand what you buy.” Animals who are killed for their fur, such as foxes, minks, rabbits—even dogs and cats—are bludgeoned, stomped, electrocuted, and often skinned alive. Waka shares his disgust and exclaims, “Damn … electrocuting and killing animals!” Undercover investigations reveal the horror as the animals struggle and scream in pain as workers peel the skin from the writhing animals’ bodies.

Waka Flocka Flame shot two additional ads for PETA. Check out the explicit and tame versions now!

Animals endure tremendous pain and suffering before they are turned into coats, vests, hats, and other accessories. The only way to prevent such unimaginable cruelty is never to buy or wear any fur or fur trim and to encourage others to do the same. As Waka Flocka Flame prepares his sophomore album, Triple F Life: Friends, Fans, & Family, one F you’ll never see him in is fur.

Watch this exclusive behind-the-scenes video from Waka Flocka Flame’s “Ink, Not Mink” photo shoot to learn more about why he refuses to wear fur!