Pepsi follows Coca-Cola with new emerging artists initiative


A historic fizzy-drinks rivalry is extending, once again, to emerging music artists. Coca-Cola and Pepsi have launched various music initiatives down the years looking beyond the biggest stars. In May this year Coca-Cola took its Coke Studio campaign, which brought emerging acts into the studio together, global.

Now Pepsi has expanded its Pepsi Music Lab, which has more of an educational remit. Launched last year as a pilot program, it’s now essentially an artist incubator being run with distributor UnitedMasters.

12 artists (11 from the mainland US plus one from Puerto Rico) will be getting mentorship and training, as well as “performances, event appearances and strategic programming” throughout the next year from Pepsi. There will also be a two-day virtual conference aimed at other aspiring artists in the US.

Written by: Stuart Dredge