Pepsi announced the new Pepsi Music Lab, an annual academy committed to spotlighting the next generation of superstars by breaking down barriers in the music industry. With the brand’s long history in music and support for emerging artists, Pepsi Music Lab aims to foster the career growth of talent and provide developing artists with new performance opportunities, mentoring and coaching, workshops brand building, professional content capture, radio amplification and Suite.
After unveiling the concept last year with a pilot program, Pepsi Music Lab has grown into a full-scale, one-stop platform in year two, engaging in an array of opportunities and services for rising stars. who have been handpicked to headline the class of ’22-’23. The brand tapped into UnitedMasters – an operating system for indie creators that opens doors no one else can, streaming artists’ music in TV shows, movies, commercials, games and more. Digital Media – to help identify talented, dedicated and diverse musicians across a variety of genres, styles and regions nationwide who are now joining Pepsi’s musical heritage as part of the Pepsi Music Lab.
From Chicago Cain Lofton, made the cut for the class of ’22-’23, which is made up of 12 budding artists from across the country. Lofton is an artist, songwriter and producer from the South Side of Chicago. Cain grew up singing in church and took his love of performing to college, becoming musical director of their acapella group. Cain now describes their music as coming from “the imagination of the soul”. Working in partnership with producer and songwriter GoodBoy, Cain has put together a catalog of demos spanning Hyperpop, R&B, Folk, and more, all currently available to artists.
The annual program will begin with the Pepsi Music Lab bootcamp at New York City of October 25 – 27 where artists will have the opportunity to learn from industry experts, including:
- Laurianne Gibson, which will provide artists with performance coaching and choreography lessons, teaching them how to interact with the audience on stage.
- LaRussell, who will advise artists on personal branding, social media and marketing.
- Lenny S, which will discuss how to leverage visual storytelling, connections, and collaboration as tools to amplify an artist’s holistic vision.
- Director X, that will teach every artist how to create meaningful, entertaining, and boundary-pushing visual content.
Along with a once-in-a-lifetime coaching and mentoring experience, all 12 artists will leave bootcamp with portraits captured by Lenny S, a sizzle reel, and more. Leveraging the Pepsi brand’s long and rich heritage in music and entertainment, artists’ partnerships with Pepsi will continue throughout the year with performances, event appearances and strategic programming to amplify their exposure and develop their careers.