UnitedMasters

Pepsi has officially launched Pepsi Music Lab, an annual academy committed to shining a spotlight on the next generation of music superstars, the company announced Thursday (Oct. 20).
The new platform aims to foster talent career growth and provide developing artists with new performance opportunities, mentorship and coaching, brand-building workshops, professional content capture, radio amplification and more.

After unveiling the concept with a pilot program last year, Pepsi Music Lab has evolved into a full scale, multi-service platform with an array of opportunities and services for aspiring artists. The brand enlisted Steve Stoute‘s digital distribution company UnitedMasters to help identify musicians across a variety of genres, styles and regions across the U.S. who will take part in this year’s academy.

The Class of ’22-’23 is comprised of 12 aspiring artists from across the country, including five who were contestants on this year’s music competition series Becoming A Popstar, co-produced by Pepsi, MTV and TikTok. They are: AKINYEMI, Amira Unplugged, Brian V., Cain Lofton, GODBY, Kbthesinger, Lexie Hayden, Lynnea M, NOHEMY, Oompa, SERGIO and Tarik. Pepsi is also bringing Samy Hawk, the winner of Becoming A Popstar, into the Pepsi Music Lab family to continue supporting his career through new performance and brand partnership opportunities.

“Pepsi has a long history of helping great artists break through, reshaping pop culture and leaving an unforgettable impression on all of us,” said Steve Stoute, CEO and founder of UnitedMasters. “Now in partnership with UnitedMasters, Pepsi is empowering the next generation of creators, helping them hone their craft and develop their talent so that they can generate the next big moment. Connecting independent artists to a brand with this rich legacy is the formula for creating a new future of music.”  

The yearly program will kick off with the Pepsi Music Lab bootcamp in New York City from Oct. 25–27, where artists will get the opportunity to learn from industry experts including Laurieann Gibson, LaRussell, Lenny S and Director X.

The artists’ partnerships with Pepsi will continue throughout the year with performances, event appearances and strategic programming to help grow their careers. Pepsi will also be hosting a two-day virtual summit with renowned music industry experts targeted at aspiring artists all over the country.

“Pepsi is a brand that has a proven global track record for minting music superstars and shaping some of the most iconic moments in music and pop culture. Now, we are excited to shine a spotlight on the next generation of artists with our new Pepsi Music Lab platform” said Todd Kaplan, CMO of Pepsi. “By removing barriers within the music industry, we can provide these talented artists with the resources, knowledge, exposure, and connections to help accelerate their growth as musicians and further enable their success – it will truly make a positive impact on the futures of the artists we believe will push the industry forward.”