Pepsi Welcomes Latin GRAMMY® Award Winning Best New Artist 3BallMTY to the Pepsi Music Family
Pepsi Announces its Latest Music Collaboration with Music Trio and Reinforces Brand’s Commitment to Promote Rising Stars
PURCHASE, N.Y., April 25, 2013 /PRNewswire/ — Pepsi introduces its newest member of the Pepsi music family, Latin inspired tribal house music DJs, 3Ball Monterey (3BallMTY), with a year-long, multi-faceted partnership. The partnership marks the first time Pepsi has launched a campaign across the Americas, a part of its new global strategy, which kicked-off this week during the 2013 Billboard Latin Music Conference and Awards show set to air tonight.
Pepsi will feature 3BallMTY in a live on-air spot during tonight’s telecast of the Latin Billboards, which includes the group’s first new single since 2011 titled “Vive Hoy.” 3BallMTY is nominated for five awards this year, including Song of the Year, and will also be presenting during the awards show.
“Pepsi believes in investing in rising talent and working to not only promote them, but also highlight their creative vision,” said Javier Farfan, Senior Director, Cultural Branding. “Pepsi is excited to collaborate with 3BallMTY and provide a platform that will help further launch them into the mainstream music scene.”
The partnership between Pepsi and 3BallMTY will include appearances in a creative campaign, activations in a series of concerts and retail programming with consumer giveaways and exclusive content. The exclusive and behind-the-scenes content for fans will include an inside look into the artists’ journey as emerging stars with features on Pepsi Pulse.
“We’re proud to have 3BallMTY signed to our record label as they represent the essence of young talent within the pop culture music sphere,” said Gustavo Lopez, Executive Vice President of Brand Partnerships, Universal Music. “We look forward to their creative collaboration with Pepsi as it will not only provide a fantastic platform for the band, but also amazing experiences for their fans.”
In addition to Pepsi’s new partnership with 3BallMTY, the brand recently launched a separate venture with Universal Music Latin Entertainment. As part of a creative partnership, Pepsi will work with Universal to introduce two rising stars this year and provide them with a platform and a place in pop culture. This continues to solidify the brand’s footprint in the music industry and serves as another way for Pepsi to engage consumers across multiple genres of music. The newly signed talent will be announced in the coming months.
For more information on Pepsi’s ongoing projects with exciting talent on the rise and the brand’s “Live for Now” campaign, please visit www.pepsi.com.
PepsiCo is a global food and beverage leader with net revenues of more than $65 billion and a product portfolio that includes 22 brands that generate more than $1 billion each in annual retail sales. Our main businesses – Quaker, Tropicana, Gatorade, Frito-Lay and Pepsi-Cola – make hundreds of enjoyable foods and beverages that are loved throughout the world. PepsiCo’s people are united by our unique commitment to sustainable growth by investing in a healthier future for people and our planet, which we believe also means a more successful future for PepsiCo. We call this commitment Performance with Purpose: PepsiCo’s promise to provide a wide range of foods and beverages from treats to healthy eats; to find innovative ways to minimize our impact on the environment by conserving energy and water and reducing packaging volume; to provide a great workplace for our associates; and to respect, support and invest in the local communities where we operate. For more information, please visit www.pepsico.com.