Staff Reporters
Mar 24, 2015

Pepsi partners with Music Matters for new artist discovery

SINGAPORE - The Pepsi Music Accelerator at Music Matters, part of Branded's All That Matters event taking place in Singapore in from 20 to 23 May, will give Asian musical acts a chance to receive mentoring and perform at Music Matters Live 2015.

A scene from Music Matters Live 2014
A scene from Music Matters Live 2014

Pepsi has long associated itself with the music industry, supporting artists at various levels. Its Pepsi Music Accelerator program discovers emerging artists worldwide and helps support their development by providing promotion and other resources.

Bringing the Pepsi Music Accelerator program to Asia at Music Matters will provide an opportunity for emerging artists in China, India, Thailand and Vietnam to win a trip to Singapore to participate and learn at the Music Matters Conference, be mentored from experts at the Music Matters Academy and perform at Music Matters Live 2015.

Working with a local expert partner in each market—Pepsi MTV Indies in India, Deezer in Thailand, Pops Worldwide in Vietnam and in China—the Pepsi Music Accelerator program will recruit artists from each country to take part. A judging committee including local experts and global Pepsi and Music Matters executives will select one winner in each market. Selection criteria will include talent, original songwriting, live presence, social-media following and the elusive 'wow' factor, according to a press statement.

“Uniting our global brand and the successful Pepsi Music Accelerator program with the influential Music Matters event in 2015 provides powerful and exciting momentum for the discovery and establishment of new, emerging talent across Asia,” said Ellen Healy, senior marketing director for global consumer engagement with PepsiCo Global Beverages Group. 

Added Jasper Donat, president and co-founder of Branded, “We are delighted and honored to be working with Pepsi on our 10th anniversary to jointly offer four emerging artists from India, China, Vietnam and Thailand a once-in-a-lifetime opportunity to travel to Music Matters in Singapore, perform to thousands of fans and receive money-can’t-buy business mentoring from industry icons such as Katy Perry’s manager Steve Jensen.”
The partnership between Branded and Pepsi makes Pepsi the Official Soft Drink Sponsor of Music Matters and includes brand participation in the Music Matters Conference, Music Matters Academy and Music Matters Live 2015. The latter event is expected to entertain 8,000 fans with more than 70 bands from over 20 countries over four nights.
The broader All That Matters event provides an extensive confernece programme covering music, digital media, live entertainment and sponsorship. Campaign Asia-Pacific is a media partner for All That Matters.

Related Articles

Just Published

21 hours ago

Uproar: Are animal portrayals in ads a new brand risk?

Advertisers and agencies love animals, because animals sell. But a Year of the Tiger Gucci campaign that made activists growl shows that the definition of what’s appropriate may be evolving when it comes to using the world's fauna.

21 hours ago

Mark Heap on ‘moving across the aisles’ to ...

Media agencies offer broadly the same services as one another, and use propositions like ‘good growth’ and ‘people first’ to establish an identity. But what do these mean, in practical terms, and how do they influence leadership strategies? Mark Heap takes us inside the industry.

22 hours ago

The ride of the tiger: Feast your eyes on BMW's ...

While other brands make long, dramatic Chinese New Year films, the carmaker and TBWA's Bolt have programmed in a very different route: 90 seconds that's 'nothing but sheer joy'.

22 hours ago

The Beijing Olympics: A non-starter for global sponsors

SHANGHAI ZHAN PODCAST: Beijing-based sports-marketing expert Mark Dreyer says the games will see largely Chinese brands targeting the China market, with many employing Chinese-American skier/model Eileen Gu.