Click to Skip Ad
Closing in...
Enter The New Normal Writing Contest From Issa Rae's ColorCreative & Project Greenlight Digital Studios Enter The New Normal Writing Contest From Issa Rae's ColorCreative & Project Greenlight Digital Studios Missed It Last Night? Watch 'A Ballerina’s Tale' in Full Now Missed It Last Night? Watch 'A Ballerina’s Tale' in Full Now Ava DuVernay Wanted for Two (2!) Major Sci-Fi/Fantasy Studio Projects (UPDATE: Lupita Nyong'o May Star in One of Them) Ava DuVernay Wanted for Two (2!) Major Sci-Fi/Fantasy Studio Projects (UPDATE: Lupita Nyong'o May Star in One of Them) Tonight: Nelson George's Misty Copeland Doc - 'A Ballerina’s Tale' - Premieres on INDEPENDENT LENS Tonight: Nelson George's Misty Copeland Doc - 'A Ballerina’s Tale' - Premieres on INDEPENDENT LENS Now Streaming on Netflix: Award-Winning 'Sand Dollars' (Dominican Republic's Best Foreign Language Film Oscar Entry) Now Streaming on Netflix: Award-Winning 'Sand Dollars' (Dominican Republic's Best Foreign Language Film Oscar Entry) Jamie Foxx Will Play Little John to Taron Egerton's Robin Hood in "Progressive" Take on the Legend Jamie Foxx Will Play Little John to Taron Egerton's Robin Hood in "Progressive" Take on the Legend James Franco Will Direct Film Based on Aziah "Zola" Wells' 148-Tweet Narrative That Went Viral James Franco Will Direct Film Based on Aziah "Zola" Wells' 148-Tweet Narrative That Went Viral Regarding 'Song of the South' – The Film That Disney Doesn’t Want You to See Regarding 'Song of the South' – The Film That Disney Doesn’t Want You to See Watch Mekhi Phifer in Trailer for "First-Person Shooter" Zombie Thriller, 'Pandemic' Watch Mekhi Phifer in Trailer for "First-Person Shooter" Zombie Thriller, 'Pandemic' Watch the Electrifying First Trailer for Don Cheadle's 'Miles Ahead' Watch the Electrifying First Trailer for Don Cheadle's 'Miles Ahead' Madonna's 'Blonde Ambition' Dancers Tell Their Own Stories in New Documentary 'Strike a Pose' Madonna's 'Blonde Ambition' Dancers Tell Their Own Stories in New Documentary 'Strike a Pose' Watch Episode 1 of PBS' New Civil War-Set Drama Series 'Mercy Street' + On-Set Visit Watch Episode 1 of PBS' New Civil War-Set Drama Series 'Mercy Street' + On-Set Visit Watch: OWN Previews New Primetime Series 'It's Not You, It's Men' (Tyrese Gibson & Rev Run Host) Watch: OWN Previews New Primetime Series 'It's Not You, It's Men' (Tyrese Gibson & Rev Run Host) LeToya Luckett, Wendy Raquel Robinson, Andra Fuller Star in New TV One Comedy Series 'Here We Go Again' LeToya Luckett, Wendy Raquel Robinson, Andra Fuller Star in New TV One Comedy Series 'Here We Go Again' TV One Aims to Change the Reality Genre with New Series, 'The Next 15' TV One Aims to Change the Reality Genre with New Series, 'The Next 15' Carolina Panthers QB Cam Newton Is Heading to TV Carolina Panthers QB Cam Newton Is Heading to TV Why Was Janet Hubert (Aunt Viv) Really Replaced on 'Fresh Prince of Bel-Air'? Why Was Janet Hubert (Aunt Viv) Really Replaced on 'Fresh Prince of Bel-Air'? Aaron McGruder Finally Explains Why He Left 'The Boondocks' Aaron McGruder Finally Explains Why He Left 'The Boondocks' Netflix Explains Why It Doesn't Always Have That Film Or TV Show You Really Want To See (Video) Netflix Explains Why It Doesn't Always Have That Film Or TV Show You Really Want To See (Video) Tichina Arnold Says She Talked To Martin Lawrence About Doing A 'Martin' Movie... Tichina Arnold Says She Talked To Martin Lawrence About Doing A 'Martin' Movie...

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.
1
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


Shadow & ActNewsletter