PEPSI® UNVEILS THE NEW “PEPSI MUSIC LAB”

Pepsi will provide performance opportunities, media support, one-on-one coaching and mentoring sessions for the 22-23 class, with support from industry experts Laurieann Gibson, Lenny S, LaRussell and Director X

BUY, NY, October 20, 2022 /PRNewswire/ — Today, Pepsi announced the new Pepsi Music Lab, an annual academy committed to shining a spotlight on the next generation of superstars by breaking down barriers in the music industry. With the brand’s long history in music and support for emerging artists, Pepsi Music Lab aims to foster the career growth of talent and provide developing artists with new performance opportunities, mentoring and coaching, workshops brand building, professional content capture, radio amplification and Suite.

After unveiling the concept last year with a pilot program, Pepsi Music Lab has grown into a full-scale, one-stop platform in year two, engaging in an array of opportunities and services for rising stars. who have been handpicked to headline the class of ’22-’23. The brand tapped into UnitedMasters – an operating system for indie creators that opens doors no one else can, streaming artists’ music in TV shows, movies, commercials, games and more. Digital Media – to help identify talented, dedicated and diverse musicians across a variety of genres, styles and regions nationwide who are now joining Pepsi’s musical heritage as part of the Pepsi Music Lab.

The promotion of ’22-’23 is made up of 12 aspiring artists from across the country, including five who participated in “Becoming A Popstar”, co-produced by Pepsi, MTV and TikTok. Pepsi also brings Samy Falconthe “Becoming A Popstar” winner, to the Pepsi Music Lab family to continue supporting his career through new performance and brand partnership opportunities.

Pepsi Music Lab Artist Class ’22-’23

  • AKINYEMIRap- New York, New York
  • Amira unpluggedMulti-gender – Stone Mountain, Georgia
  • Brian V.Popular – New York, New York
  • Cain LoftonMulti-gender – Chicago, Ill.
  • GODRap- washington d.c.
  • KbthesingerHip-hop- St. Louis, Missouri
  • Lexie HaydenCountry – Nashville, TN
  • Lynnea MPopular – Los Angeles, California
  • NOHEMIALatin Pop-Urban – Bayamon, Porto Rico
  • OmpaHip-hop- Boston, MA
  • SERGIO, Pop/Latin – Redwood City, California
  • TariqHip-hop- Scottsdale, AZ

The annual program will begin with the Pepsi Music Lab bootcamp at New York City of October 25 – 27 where artists will have the opportunity to learn from industry experts, including:

  • Laurianne Gibson, which will provide artists with performance coaching and choreography lessons, teaching them how to interact with the audience on stage.
  • LaRussell, who will advise artists on personal branding, social media and marketing.
  • Lenny S, which will discuss how to leverage visual storytelling, connections, and collaboration as tools to amplify an artist’s holistic vision.
  • Director X, that will teach every artist how to create meaningful, entertaining, and boundary-pushing visual content.

Along with a once-in-a-lifetime coaching and mentoring experience, all 12 artists will leave bootcamp with portraits captured by Lenny S, a sizzle reel, and more. Leveraging the Pepsi brand’s long and rich heritage in music and entertainment, artists’ partnerships with Pepsi will continue throughout the year with performances, event appearances and strategic programming to amplify their exposure and develop 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, Marketing Director – Pepsi. “By removing 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 further enable their success – this will really have a positive impact on the future of the artists who we believe will drive the industry forward.”

“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 legacy is the formula for creating a new future in music.”

For the second year in a row, Pepsi will also host a two-day virtual summit with renowned music industry experts for budding artists across the country to listen and learn.

For more information and updates on Pepsi Music Lab, visit PepsiMusicLab.com and follow @pepsi on Twitter, Instagram, TikTok and Facebook.

About PepsiCo

PepsiCo products are enjoyed by consumers more than a billion times a day in more than 200 countries and territories around the world. PepsiCo generated more than $79 billion net revenue in 2021, driven by a complementary beverage and convenience food portfolio that includes Lay’s, Doritos, Cheetos, Gatorade, Pepsi-Cola, Mountain Dew, Quaker and SodaStream. PepsiCo’s product portfolio includes a wide range of enjoyable foods and beverages, including many iconic brands that generate more than $1 billion each in estimated annual retail sales.

Leading PepsiCo is our vision to be the global leader in convenient food and beverage by winning with PepsiCo Positive (pep+). pep+ is our end-to-end strategic transformation that puts sustainability and human capital at the center of how we will create value and growth by operating within planetary boundaries and inspiring positive change for the planet and people . For more information, visit www.pepsico.com and follow TwitterInstagram, Facebook and LinkedIn @PepsiCo.

About United Masters

Launched in 2017 by Translation founder and music industry veteran Steve Stoute, UnitedMasters offers a new alternative to the industry for more than 1.5 million independent artists. UnitedMasters gives artists access to premium music distribution services, a suite of tools to help them connect directly with fans, and unique partnership opportunities with some of the world’s biggest brands. The UnitedMasters platform enables artists to operationalize their independence and maximize their creative and economic potential while allowing them to retain full ownership of their master recording rights.

SOURCE PepsiCo Beverages North America