Pepsi hits right notes with Grammy sponsorship

PURCHASE, N.Y. — Pepsi is giving fans a richer Grammy experience by partnering with The Recording Academy and entertainment platform Vevo, to create the "Best New Artist" video series.

Pepsi's multi-faceted partnership with The Recording Academy includes a "5 Questions With" series set to be featured exclusively on Grammy.com and across Vevo's web, mobile/tablet and connected TV platforms that will give fans the opportunity to discover Grammy nominees and potential winners. Also, the brand partnered with the Grammys for their live telecast which will introduce this season's The X Factor winner, Tate Stevens. Part of Pepsi's aspirational prize, a 30-second portion of Stevens' first-ever music video which features his first single, "Holler if You are With Me," is set to air during the award show on Feb. 10 on CBS.

Also returning this year is Pepsi's Best New Artist Pandora mixtape, which includes current and past Best New Artist GRAMMY® nominees. The Pepsi Grammy genre stations are also available on Pandora and feature stations based on official Grammy categories, ranging from pop to country to comedy.   

"Pepsi has a long history of discovering and nurturing musical talent," said Angelique Krembs, VP marketing for Pepsi. "Our partnerships truly showcase our efforts to introduce and deliver new and exciting fan experiences by utilizing our best-in-class assets and multiple platforms all while delivering great content to music fans around the world."