The world’s almost most famous soda brand is dipping its fingertips once again in to music, partnering with Music Matters Live in Singapore to offer the chance for an artist to participate, learn and play at the festival. Interested artists have until the 22nd April to apply, and their applications will be judged against five criteria including a vague call to make the judges (at worst including a brand representative – the kind who refers to a music branding campaign as a means of leveraging ‘borrowed interest’) go ‘wow’. This is the latest extension of Pepsi’s global “Music Accelerator” program which sees the brand utilising its “vast marketing assets” ($2.4 billion in global sponsorship spend – basically the amount the music industry turns over in a year) to help boost the careers of emerging artists in the same fashion as it did for Calvin Harris in 2012 (he created an ‘original’ song for a European football campaign).
According to the T’s and C’s the winning act will be programmed into the festival line-up and have the opportunity to play 2-3 times during the four-day event, and this includes a slot on the Fountain Stage – Music Matters Live’s outdoor stage at the heart of the festival.
Keep your expectations grounded and if you get through, have a blast!
UPDATE: Winners announced
