Beyoncé signs 'unique' $50m brand ambassador deal with Pepsi

The former Destiny's Child star's very own Pepsi challenge involves allowing her face to appear on cans and bottles and an ad campaign timed to coincide with the release of her new album

Whether it’s Rihanna hollering “Everybody say HTC! Say Budweiser! River Island!” during her recent 777 tour or the hosts at last night’s Jingle Bells Ball getting the crowds at the 02 Arena to cheer louder for BlackBerry than for Girls Aloud or The Wanted, brands and music seem to be forging ever closer (and more profitable) relationships.

But the biggest signifier of the enmeshing of worldwide domination of our beloved popstars with the interests of what they can persuade us to buy came today with the announcement that Beyoncé Knowles, 31, is the new global brand ambassador for Pepsi in a deal reported to be worth $50 million.

The agreement between the former Destiny’s Child star and the purveyor of sugary soda has been forged as an expansion of a decade-long partnership.

"Pepsi embraces creativity and understands that artists evolve," Beyoncé said in a statement. "As a businesswoman, this allows me to work with a lifestyle brand with no compromise and without sacrificing my creativity."

The singer has already appeared in four Pepsi ad campaigns but has now agreed to have her image printed on Pepsi cans, bottles and other marketing materials. She will appear in a new global television advert as part of Pepsi’s “Live For Now” campaign which kicked off earlier this year featuring Nicki Minaj aiming to use music to target a younger generation of consumers.  

The new advert will begin broadcasting in early 2013 timed to coincide with the release of Beyonce’s next album just after she is scheduled to perform at the Super Bowl during the NFL half-time show in New Orleans which is (you guessed it) also sponsored by Pepsi.

Pepsi says the partnership with Beyonce is a “pioneering” means of engaging with music to sell its products. Having seen growth of 10% this year, Pepsi is already the UK’s second-biggest soft drink performer selling £328.7 million-worth of drinks since last December according to the Britvic soft drinks report. But it is still behind Coca-Cola which has a 22% share of the UK market and was worth £1.1 billion in 2012 - a trend that is repeated in America and across much of the world.

"[The Pepsi deal is] a hybrid project with Beyoncé that will include standard advertising like commercials as well as a multimillion-dollar fund to support the singer's chosen creative projects," the New York Times reported.

Beyoncé's influential caché is clearly very valuable. She was ranked first on the Forbes list of ‘100 Most Powerful and Influential Musicians in the World’ in 2010 and has endorsed other brands including Tommy Hilfiger, Nintendo and Vizio. Her last album 4, released last year, became her fourth consecutive number one album on the Billboard 200 since her departure from hugely successful nineties girl group Destiny’s Child.

"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," Lee Anne Callahan-Longo, the general manager of Beyoncé's company Parkwood Entertainment, revealed. "This is, 'How can we create something together that is truly unique?'"

The inverse power of advertising something else on a musician's career was proven this weekend when the singer catapulted into the spotlight via this year's John Lewis Christmas advert Gabrielle Aplin (who covered Frankie Goes To Hollywood's "The Power of Love") claimed the number spot in the UK Singles Charts.

Suggested Topics
News
Northern exposure: social housing in Edinburgh, where Hassiba now works in a takeaway
books An Algerian scientist adjusts to life working in a kebab shop
Arts and Entertainment
Terminator Genisys: Arnie remains doggedly true to his word as the man who said 'I'll be back', returning once more to protect Sarah Connor in a new instalment

 

film review
Have you tried new the Independent Digital Edition apps?
Arts and Entertainment

ebooksNow available in paperback
Arts and Entertainment

ebooks
Arts and Entertainment
Relocation, relocation: Zawe Ashton travels the pathway to Northampton
Arts and Entertainment
BBC Three was launched a little over five years ago with the slogan: “Three, is a magic number, yes it is.”

BBC Trust agrees to axe channel from TV in favour of digital move

TV
Arts and Entertainment
British actor Idris Elba is also a DJ and rapper who played Ibiza last summer

film
Arts and Entertainment

books
Arts and Entertainment
Armie Hammer in the new film of ‘The Lone Ranger’

TV
Arts and Entertainment

festivals
Arts and Entertainment

Final Top Gear review

TV
Arts and Entertainment

music
Arts and Entertainment
Pete Doherty and Carl Barat perform at Glastonbury 2015

music
Arts and Entertainment
Lionel Richie performs live on the Pyramid stage during the third day of Glastonbury Festival

music
Arts and Entertainment
Buying a stairway to Hubbard: the Scientology centre in Los Angeles
film review Chilling inside views on a secretive church
Arts and Entertainment
Jason Williamson, left, and Andrew Fearn of Sleaford Mods
musicYou are nobody in public life until you have been soundly insulted by Sleaford Mods
Arts and Entertainment
Natalie Dew (Jess) in Bend It Like Beckham The Musical
theatreReview: Bend It Like Beckham hits back of the net on opening night
Arts and Entertainment
The young sea-faring Charles Darwin – seen here in an 1809 portrait – is to be portrayed as an Indiana Jones-style adventurer
film
Latest stories from i100
Have you tried new the Independent Digital Edition apps?

ES Rentals

    Independent Dating
    and  

    By clicking 'Search' you
    are agreeing to our
    Terms of Use.

    Greece debt crisis: EU 'family' needs to forgive rather than punish an impoverished state

    EU 'family' needs to forgive rather than punish an impoverished state

    An outbreak of malaria in Greece four years ago helps us understand the crisis, says Robert Fisk
    Gaza, a year on from Operation Protective Edge: The traumatised kibbutz on Israel's front line, still recovering from last summer's war with Hamas

    Gaza, a year on from Operation Protective Edge

    The traumatised kibbutz on Israel's front line, still recovering from last summer's war with Hamas
    How to survive electrical storms: What are the chances of being hit by lightning?

    Heavy weather

    What are the chances of being hit by lightning?
    World Bodypainting Festival 2015: Bizarre and brilliant photos celebrate 'the body as art'

    World Bodypainting Festival 2015

    Bizarre and brilliant photos celebrate 'the body as art'
    alt-j: A private jet, a Mercury Prize and Latitude headliners

    Don't call us nerds

    Craig Mclean meets alt-j - the math-folk act who are flying high
    How to find gold: The Californian badlands, digging out crevasses and sifting sludge

    How to find gold

    Steve Boggan finds himself in the Californian badlands, digging out crevasses and sifting sludge
    Singing accents: From Herman's Hermits and David Bowie to Alesha Dixon

    Not born in the USA

    Lay off Alesha Dixon: songs sound better in US accents, even our national anthem
    10 best balsamic vinegars

    10 best balsamic vinegars

    Drizzle it over salad, enjoy it with ciabatta, marinate vegetables, or use it to add depth to a sauce - this versatile staple is a cook's best friend
    Greece says 'No': A night of huge celebrations in Athens as voters decisively back Tsipras and his anti-austerity stance in historic referendum

    Greece referendum

    Greeks say 'No' to austerity and plunge Europe into crisis
    Ten years after the 7/7 terror attacks, is Britain an altered state?

    7/7 bombings anniversary

    Ten years after the terror attacks, is Britain an altered state?
    Beautiful evening dresses are some of the loveliest Donatella has created

    Versace haute couture review

    Beautiful evening dresses are some of the loveliest Donatella has ever created
    No hope and no jobs, so Gaza's young risk their lives, climb the fence and run for it

    No hope and no jobs in Gaza

    So the young risk their lives and run for it
    Fashion apps: Retailers roll together shopping and social networking for mobile customers

    Fashion apps

    Retailers roll together shopping and social networking for mobile customers
    The Greek referendum exposes a gaping hole at the heart of the European Union – its distinct lack of any genuine popular legitimacy

    Gaping hole at the heart of the European Union

    Treatment of Greece has shown up a lack of genuine legitimacy
    Number of young homeless in Britain 'more than three times the official figures'

    'Everything changed when I went to the hostel'

    Number of young homeless people in Britain is 'more than three times the official figures'