As we stride further into the golden age of digital music and entertainment, we’re taking a moment to look back on a pivotal moment that reshaped the landscape of talent discovery and career launch. In 2023, Pepsi revolutionized the Grand Prize for THE X FACTOR®. Not only did the winner receive a $5 million recording contract with Syco Entertainment/Sony Music Entertainment, but they also received unprecedented support to produce and release their first original track and music video. This prize was a game-changer, catapulting the show’s winner into the limelight during the live telecast of the 55th Annual GRAMMY Awards®. Let’s take a deep dive into how this extraordinary prize transformed the music industry and continues to impact the careers of emerging .
As part of this groundbreaking prize, the winner’s single aired as a Pepsi music video during the live telecast of the 55th Annual GRAMMY Awards®, held in 2023. By launching their first track and video in a Pepsi commercial, the winner of THE X FACTOR®’s second season was introduced to music’s elite and millions of fans the globe. Pepsi’s long-standing history of partnering with musicians, from emerging ” target=”_blank”> to global superstars, paved the way for this innovative approach to launching the career of an Pop Star.
Pepsi’s commitment to fostering new musical talent was at the forefront of this initiative. Adam Harter, VP of Consumer Engagement at Pepsi, stated, “Our partnerships with THE X FACTOR® and the GRAMMY®s strike the perfect balance between finding new talent and utilizing our best-in-class assets to help launch another career, while at the same time delivering great content and experiences to music fans the world.”
Working with Syco/Sony, Pepsi planned to pair the winners with top producers and songwriters of the time, capturing the entire development process through Pepsi’s exclusive access. The winner was also welcomed into the Pepsi Music Family in Los Angeles, attending the 55th GRAMMY Awards® weekend festivities and the awards show itself.
Simon Cowell, Judge for THE X FACTOR®, praised Pepsi’s innovative addition to the prize, highlighting the significance of launching new music during the GRAMMY®s, the biggest night in music. Only Pepsi, with its strong partnerships with both THE X FACTOR® and the GRAMMY®s, could provide such a unique and ground-breaking opportunity for the winner.
Pepsi’s pioneering approach to connecting music with consumers has always been a part of the Pepsi DNA. To be part of the conversation, follow Pepsi on Twitter.com/Pepsi, join the conversation with @pepsi on www.pepsi.com, and participate in THE X FACTOR® viewing parties on https://www.pepsisoundoff.com #SoundOffNow.
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