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Pepsi’s latest venture, the Pepsi Music Academy, is poised to take the world by storm. It’s not just your average cola company anymore; they’re diving headfirst into the heart of pop culture. And let me tell you, the launch on November 23rd was nothing short of a sonic revolution! They’re promising a future for all those budding Afrobeat stars out there.
Norden Thurston, Head of Marketing at Seven-Up Bottling Company, set the tone for the evening by taking the audience down a memory lane of how the Pepsi brand has been a part of Nigeria’s music industry since its inception.
Segun Ogunleye, GM of Marketing at Seven-Up Bottling Company, walked the audience through a brilliant presentation about SBC’s corporate vision and how it mirrors the evolving desires of Naija youth. No longer content to be mere spectators, Naija youths now seek to control their narrative, and Pepsi is orchestrating the soundtrack to this cultural shift.
“Pepsi Music Academy is a purpose-designed platform for the next generation of talents in the music industry. Pepsi Music Academy is a continuous answer to the question of the Nigerian music ecosystem. And Pepsi is doing it for the love of it.”
The Pepsi Music Academy is breaking all the old music industry playbook rules. This purpose-designed platform is here to elevate the next generation of musical talents. Barriers? Forget about them! This is a new era of creativity, my friends.
According to Segun Ogunleye, Pepsi Music Academy is made up of five pillars. We’ve got Music Artistry, Music Business and Management, Entertainment Law, Music Showcase, and Entertainment and Engagement. These are the cornerstones of this revolutionary initiative. And hold on to your seats because some exciting partnerships are coming up with leading organisations. We’re talking about a severe impact on and off the stage!
Empire, the Music Artistry pillar collaborator, is the perfect partner for this brilliant initiative. They’ve got a legacy of innovation and a roster of incredible artists. Kendrick Lamar, Asake. Yeah, they’re part of the Empire family. Thembi Mpungose-Niklas, Director of Partnerships at Empire, shed more light on the Pepsi-Empire collab: “We represent artists from all walks of life. We do this because we believe in development and meeting artists at their early stages. Empire is intentional about taking Africa to the world, and we are committed to showcasing African talents.”
And guess what? The academy graduates get a two-year developmental deal with Empire, recording opportunities with mega-producers (Sarz, Masterkraft, P-Prime and BlaizeBeat), a brand-new SUV, home allowances, streaming benefits, music videos, brand influencers, and a chance to record in San Francisco! Now, that’s what I call a sweet deal.
Industry experts are buzzing with enthusiasm for Pepsi’s commitment to developing music in Nigeria. Joey Akan, a prominent music analyst and Afrobeat Intelligence owner, praises this initiative as he affirms Pepsi as a true supporter of Naija’s creative industry. And Simi Badru, TRACE’s Gen Z representative on the panel, brings a fresh perspective. She further explains that Pepsi Music Academy is not just for the artists but all the creative minds behind the scenes who conjure up the magic. The collaboration with Empire will unlock untapped potential in the industry. Mark my words!
Dare Art Alade, a Nigerian multi-platinum Afro R&B singer, songwriter, record producer and music entrepreneur, commented: “As a Nigerian musician or an artist struggling, bar no dey too dey, even to record and do all other things. So if I got this kind of opportunity like Pepsi Music Academy when I started my career, I would grab it”
Tobi Mohammed (Alhaji Poppin), the convener of Mainland Block Party, also made brilliant contributions.“It’s a message of hope. Think about the average Nigerian, which cuts across many corners. One of the biggest exports to the world is Nigerian music.
Now, let’s address the elephant in the room. This is not your typical reality TV show. No staged drama here, folks. The focus is on organic talent development, with behind-the-scenes content complementing the primary goal of producing exceptional music.
So, Pepsi Music Academy is here, and it’s big. It’s a symphony of innovation, talent, and a commitment to shaping the future of music. Pepsi is not just putting the beat in Afrobeat; they’re composing the entire soundtrack. Get ready to be blown away!
Registering for this fantastic opportunity is easy. Buy a bottle of Pepsi, scan the QR code, and get ready to be launched into a new world of stardom. Pepsi has struck the right chord with the Pepsi Music Academy. So come on, join the fun, learn and make some incredible music!
