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Pepsi Sets Up Hybrid $50 Million Fund To Support Beyoncé's Creative Projects

Photo of Tambay A. Obenson By Tambay A. Obenson | Shadow and Act December 10, 2012 at 4:52PM

A worth-sharing piece of news on this new partnership between Beyoncé and Pepsi, courtesy of the New York Times.
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beyonce

A worth-sharing piece of news on this new partnership between Beyoncé and Pepsi, courtesy of the New York Times.

In summary... Pepsi is getting even deeper into the Beyoncé business, in what is being called a "hybrid project" that will include the usual Pepsi product marketing (print, TV and more) using Beyoncé's image, but, even further and more intriguing, a multi-million-dollar fund to "support the singer’s chosen creative projects," which will include, of course, her music efforts, and more - possibly bleeding into film/TV/Web projects; "... on her creative whim" are the words used in the article.

To wit, as the NY Times piece states:

They are still at the brainstorm stage, but could include live events, videos, “a cool photo shoot” or almost anything else, said Lee Anne Callahan-Longo, the general manager of Parkwood Entertainment, Beyoncé’s company. For Pepsi, the goal is to enhance its reputation with consumers by acting as something of an artistic patron instead of simply paying for celebrity endorsements.

The multiyear deal is estimated at $50 million, with a piece of it going towards what Pepsi calls a "creative content development fund."

Every detail of this agreement isn't given, but, to start, in early 2013, look for Beyoncé in a new Pepsi TV ad (her 5th for the brand since 2002); and also, her face will appear on a limited-edition line of Pepsi cans. 

You can read the full NY Times report HERE.

This article is related to: Beyoncé Knowles


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