Nawlins rapper-mogul claims that label giant has boycotted his son Lil' Romeo's diss track against Bow Wow, "U Can't Shine Like Me."

The ongoing battle between pint-sized rappers Lil' Romeo and the no longer lil' Bow Wow took a turn today when Romeo's dad, Master P, sued Sony Music for $500 million, accusing the music giant of refusing to promote his son's Bow Wow diss track to radio stations.

Master P--real name Percy Miller--said unnamed Sony Music executives have been calling major radio station owners and negotiating no-play deals for Romeo's "U Can't Shine Like Me." Bow Wow is on Sony BMG's Columbia Records and Sony Urban labels.

Lil' Romeo's song is said to be a response to Bow Wow's 2005 song "Fresh Azimiz," which contains a line about Bow Wow being only 18 and "makin' more than yo' dad."

"How can Sony Music executives call radio stations and tell them not to play the Romeo record "U Can't Shine Like Me"? Master P told AllHipHop.com. "Los Angeles was the first city to play it. Usually, if you get played in Hollywood, the world will follow."

The song was first played on KKBT in Los Angeles in February, and Master P claims the song has been an Internet hit. Since the video debuted two weeks ago, it has streamed more than 700,000 times on Yahoo! Music.

"Every station that played the Bow Wow song should have at least tested the record once or twice or played it on their Hit or Dis show by now." Master P, the longtime head of No Limit Records and now head of Gutta Music distribution, said Sony's opposition to the song extends beyond its loyalty to Bow Wow.

"I had a distribution deal on the table with Jive Records that fell through the crack," he said. "I wonder why. Jive is a Sony BMG label. Sony BMG is the parent label for Bow Wow's label, Columbia Records."

Sony Music executives could not be reached for comment.

Master P insists he and his son have no beef with Bow Wow.

"There is no beef with us and Bow," he continued. "We got love for the little dude. He just doesn't know when to shut his mouth. His arrogance and cockiness are turning fans and their parents off."

"Sony Music machines can't stop Master P and Lil' Romeo," he said. "You know why? We have God and the streets on our side."

Romeo's God's Son album is slated for an August 22 release, likely with distribution from Gutta Music.

"If the video's not on TV soon," Master P said. "I'm starting my own radio, Internet, and video television network. We do this for the fans."