Pepsi partners with Music Matters for new artist discovery

Pepsi has long associated itself with the music industry, supporting artists at various levels. Its Pepsi Music Accelerator program discovers emerging artists worldwide and helps support their development by providing promotion and other resources.

Bringing the Pepsi Music Accelerator program to Asia at Music Matters will provide an opportunity for emerging artists in China, India, Thailand and Vietnam to win a trip to Singapore to participate and learn at the Music Matters Conference, be mentored from experts at the Music Matters Academy and perform at Music Matters Live 2015.

Working with a local expert partner in each market—Pepsi MTV Indies in India, Deezer in Thailand, Pops Worldwide in Vietnam and AliveNotDead.com in China—the Pepsi Music Accelerator program will recruit artists from each country to take part. A judging committee including local experts and global Pepsi and Music Matters executives will select one winner in each market. Selection criteria will include talent, original songwriting, live presence, social-media following and the elusive 'wow' factor, according to a press statement.

“Uniting our global brand and the successful Pepsi Music Accelerator program with the influential Music Matters event in 2015 provides powerful and exciting momentum for the discovery and establishment of new, emerging talent across Asia,” said Ellen Healy, senior marketing director for global consumer engagement with PepsiCo Global Beverages Group.