Pepsi China reinforces commitment to music

PEPSI   MUSIC   PARTNERSHIPS

Shanghai - To win the hearts of Chinese youths, Pepsi will support up and coming band Focus 5 in a nationwide concert aimed at growing its market share in the country. 

Harry Hui, chief marketing officer for PepsiCo Greater China, said collaboration between brands and bands will be increasingly prevalent as brands start to increase their involvement by taking on a crucial role in nurturing new talent and providing practical support.

He explained that increasingly, fragmented media consumption habits and a shifting music industry model has made it more difficult to connect with consumers through traditional means. 

Hui said Pepsi offers Focus 5, winner of Pepsi's recent Battle of the Bands competition, new distribution channels, revenue and avenues to increase exposure.

"It is important that the Pepsi brand is continuing to evolve, in this case in synergy with bands, to successfully drive deeper and more meaningful relationships with China‟s youth, consumers and music lovers," he said. 

Pepsi supported Focus 5 as well as the nine other competition finalists a platform to showcase their music by staging 18 concerts across China from Hong Kong, Beijing, Shanghai, Guangzhou, Shenzhen to Chongqing.

The beverage brand also flew Focus 5 to Los Angeles where they recorded their new single under the guidance of Grammy nominee and renowned music producer Howard Benson. 

Hui said, "In this new landscape of music consumption, for Pepsi, being identified with like-minded musicians enhances our brand message, thus allowing us to form deeper connections with fans and build trust with our consumers."

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