Pepsi's music director, Ellen Healy, discusses the changing face of brand and music partnerships.
Responsible for Pepsi's global music strategy,has led marketing campaigns featuring some of the biggest music, sport and entertainment stars on the planet. Beyoncé, Adam Levine, Calvin Harris, Shakira, Britney Spears, Pink, David Beckham, Lionel Messi and Eva Longoria are just a few of the A-list names she's worked with in her role as senior director, global entertainment and music partnerships at PepsiCo.
Ellen Healy: Pepsi has always worked with music artists and traditionally they have been the more established artists. Today, we still work with iconic artists, but we also work with emerging artists to be authentic and to support the music community. Different countries have different programming around that.
Pre-game and halftime music shows in sporting events are a relatively rare phenomenon in Europe. Do you see this as an area of potential growth? The pre-game opening ceremony with UEFA is very intentional. In soccer you have a much shorter amount of time in half time [compared to American football]. Our opening ceremony is 12 minutes in total of which the artist performance is 6 minutes. You have to get everything on and off the field in that time, so logistically it only works as an opening ceremony. In addition, there's a lot of commentary that has to happen in the editorial space during that 15 minute football halftime.
At the start of the year Pepsi signed a global sponsorship deal with the international pop group Now United, formed by Spice Girls manager and American Idol creator Simon Fuller. What can they offer Pepsi that, say, a more established pop act can't?
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