Last week, Pepsi in China announced a partnership with Qun Yin Culture and Entertainment which sees the perennial challenger brand launching QMusic, its own record label that will enable it to groom its own rock stars. Artists that are signed to QMusic will be integral to Pepsi’s marketing in terms of writing songs, appearing in ads and adorning products. The label will tie in closely with Pepsi’s Battle of the Bands talent TV show in China where all 10 bands perform over 10 shows; the band with the highest score wins a recording contract on the new Pepsi label. Pepsi also has a dedicated Battle of the Bands website that features backstage interviews and gossip, and is creating a social networking community based on the show. Music industry executive, Tony Yapp, will head up QMusic. He commented: ‘This is like music label 3.0. Label 1.0 just released CDs and left everything else to the artist. Label 2.0 handled the whole package, but the artists had to seek sponsorship. QMusic will provide the whole package, backed by a supportive and committed sponsor.’
Contagious News Article (via interestingsnippets) (via brandpluscontent)
Further blurring of the gap between creative product and content marketing.
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