Ashanti's new website features a web tool that allows fans to send customized, bloody, revenged-based email blasts to people they don't like. "The Gotchagram" was intended to be part of a marketing plan for her new single "The Way That I Love You." "If you have someone you think is cheating on you, you can send them an e-mail blast and customize it and accuse them of maybe not being emotionally available, or you found them cheating on you, or sneaking around with one of your friends," Ashanti said.
No matter what the intention was, violent images like a murder victims name spelled out in blood caused the protests to start. After protestors protested outside Ashanti's label, Universal Motown, and promised to continue to the start of the NBA finals where she was scheduled to sing the national anthem, the label said "Ashanti and her music have always been about self-empowerment and addressing the issues that are most meaningful to her," promissing to take the feature down according to sohh.com