Pop superstar Beyoncé Knowles just inked a $50 million deal with Pepsi. The pop mega-star’s new campaign with the company is described as a hybrid project that will include standard advertising like commercials as well as a multimillion-dollar fund to support the singer’s chosen creative projects.
“Pepsi embraces creativity and understands that artists evolve,” Beyoncé said in a recent statement. “As a businesswoman, this allows me to work with a lifestyle brand with no compromise and without sacrificing my creativity.”
The campaign will coincide with the release of the singer’s next album, which has no title or date so far, but is expected in 2013. Following her performance at the Pepsi-sponsored Super Bowl halftime show in New Orleans on February 3, Beyoncé will appear in a global TV commercial for the company entitled “Live for Now.” Her face will also be featured on a limited-edition line of soda cans.
Pepsi has already began to generate publicity for the multimillion dollar deal via social media. “ReTweet if you’re pumped for Pepsi and Beyoncé! #2013,” the company tweeted alongside photos of the singer wearing a sparkling blue jacket and pushing a shopping cart full of the beverage. “Now is alive, fun and fearless. Now is refreshing. Now is epic. And most of all, now is what we make it,” Pepsi posted on their website today.
Lee Anne Callahan-Longo, the general manager of Beyoncé’s company Parkwood Entertainment, revealed more about the cutting edge collaboration. “It’s wise for a brand like Pepsi to give an artist the ability to truly express herself, instead of just the old-school way of, ‘Do you want to be in an advertisement?’ This is much bigger,” she explained. “This is, ‘How can we create something together that is truly unique?'”