Rap star 50 Cent is blasting telecommunications giant AT&T as "racist," because of the company's alleged hardball tactics as it draggs its feet in carriage negotiations for renewing his hit new show "Power."

Talks between AT&T and Starz continue at a snail's pace and, if a new deal is not brokered by the end of the month, the premium cabler and sister network Encore could be off the U-Vere schedule.

With that, 50, born Curtis Jackson, took to social media, where he urged viewers on Saturday to change their cable provider if talks don't undergo a dramatic shift, and branded the company as racist.

"Change your cable package from AT&T to anything else," he posted on Instagram. "It's 2015 and these people are still racist. They are dropping all channels that are considered urban friendly."

Shortly after that, the hip hop star posted a photo of a recent Associated Press article with the headline "AT&T fires president for sending racist texts and images." He noted that during that time, company officials partly defended themselves by pointing out they had such networks as Starz targeting multiple audiences.

The second season of the drama series recently aired on Starz after a record-setting first run audience. According to Deadline, "Power" pulls in roughly six million viewers per episode on multiple plays and platforms with more than half of that audience being African American, among the highest of any scripted cable program.

The show was recently renewed for a third season on June 10.

An AT&T spokesperson later told Deadline tonight, "Starz and their paid talent can spin up whatever they like, but the bottom line is we're NOT going to negotiate a deal that is bad for customers. In these negotiations, our customers are all that matter to us."