Pepsi Announces Music Lab Bootcamp for Next-Gen Music Artists

For decades, Pepsi has partnered with the biggest names in music. On Thursday, October 20, the iconic soda brand announced its new Pepsi Music Lab designed for the next generation of musicians. The annual academy kicks off in New York from October 25-27.

The goal of the annual music bootcamp (which began as a pilot program) is to raise the next generation of rising stars by breaking down barriers in the music industry. The program aims to “nurture the career growth of talent and provide developing artists with new opportunities for performance, mentorship and coaching, brand building workshops, professional content capture, radio amplification and more. “, according to a press release obtained by VIBE.

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The incoming class of 22-23 of 12 musicians were handpicked from various genres across the country, including five who were contestants on TikTok Become a pop star. The list includes AKINYEMI (Rap), Amira Unplugged (multi-genre), Brian V. (Pop), Cain Lofton (multi-genre), GODBY (Rap), Kbthesinger (Hip Hop), Hayden (Country), Lynnea (Pop ), NOHEMY (Latin Pop), Oompa (Hip Hop), Sergio (Latin Pop) and Tarik (Hip Hop).

Students of the game will receive invaluable advice and insights from industry experts such as performance coach and choreographer Laurieann Gibson, brand building and marketing expert LaRussell, visual storyteller Lenny S and iconic musical visual creator, Director X.

In partnership with UnitedMasters, the Music Lab will also help students with music placement in TV shows, movies, commercials, games, and digital media.

“Pepsi has a long history of helping great artists break through, reshaping pop culture and leaving an unforgettable impression on us all,” said Steve Stoute, CEO and Founder of UnitedMasters. “Now, in partnership with UnitedMasters, Pepsi is empowering the next generation of creators, helping them hone their craft and develop their talent so they can power the next big moment. Connecting independent artists to a brand with this rich heritage is the formula for creating a new future in music.

Along with the gems that all 12 artists will receive, each student will also complete the bootcamp with personal photos captured by Lenny S, including a sizzle reel and more. Leveraging artists’ music careers after the program, Pepsi will continue to support the Class of ’22-’23 with performance opportunities, event appearances and strategic programming to amplify their exposure and grow their careers.

“Pepsi is a brand proven around the world to create music superstars and shape some of the most iconic moments in music and pop culture. Now we’re excited to shine the spotlight on the next generation of artists with our new Pepsi Music Lab platform,” said Todd Kaplan, Chief Marketing Officer of Pepsi.

Chloe holding a can of Pepsi

Chloe holding a can of Pepsi

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He added: “By breaking down the barriers within the music industry, we can provide these talented artists with the resources, knowledge, exposure and connections to accelerate their growth as musicians and enable more. their success – it will really have a positive impact on the future of artists which we believe will drive the industry forward.

Pepsi will also host a two-day virtual summit with notable music industry experts for budding artists to listen and learn. The date has not yet been announced.

For more updates on the Pepsi Music Lab program, visit its official website and follow @Pepsi on Twitter, Instagram, TikTok and Facebook.

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