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Coca-Cola Challenges Pepsi's Alliance with Nigerian Music Industry
Coca-Cola is taking a page from the Pepsi playbook by engaging Afrobeats artists on a deeper level. Even if it means snagging Ayra Starr and Rema, who were previously Pepsi brand ambassadors.
For over a decade, Pepsi has stood out as one of the leading brands whose relationship with the Nigerian music industry runs deep. From signing brand ambassadors like Wizkid, Tiwa Savage, Davido, Rema, Ayra Starr, Teni to extending support to renowned DJs such as DJ Cuppy, DJ Obi, DJ Spinall, etc.
In its latest initiative, Pepsi is upping the ante to train and educate new entrants in the Nigerian music industry, and it hopes to achieve this in partnership with EMPIRE, one of the world's leading independent music labels. The Pepsi Music Academy will cover an array of music business basics ranging from Legal, Marketing and A&R, to Licensing and Sync, Touring, Accounting, etc. Pepsi has also enlisted the expertise of ace music producers such as Masterkraft, Sarz, P.Priime, and Blaisebeatz.
The program will select 30 individuals to attend a 10-day summit, after which three finalists will collaborate with the aforementioned producers on an album with the support of Pepsi and EMPIRE. This will also include a two-year developmental recording deal with EMPIRE.
There are many more stuff to be won including a car - see all of it here.
The General Manager, Marketing, Seven-Up Bottling Company, Segun Ogunleye says
“The music artistry component of the academy will expose participants to intense industry education from a carefully selected faculty of music business leaders, who have contributed immensely to the global growth of Afrobeats and the Nigerian music ecosystem.”
Since going live on November 24, there have been about 1500 submissions so far.
On November 25, Coca-Cola, on the other hand, made a splash with the debut of its Coke Studio in Lagos. The event also marked the unveiling of Asake, Ayra Starr, Rema, BNXN, Mayorkun as Coca-Cola brand ambassadors. This is an interesting development, as it represents a departure from Coca-Cola's typical approach to artist engagement. Before now, Coca-Cola engaged artists primarily for Coke Studio mashups and events - mostly ephemerally. However, for the first time, Coca-Cola is taking a page from the Pepsi playbook by engaging Afrobeats artists on a relatively deeper and personal level.
According to Yusuf Murtala, Marketing Director of Coca-Cola Nigeria,
Coke Studio serves as a sonic foundry, bringing together artists from various genres, backgrounds, and styles to create a harmonious experience that resonates with a diverse audience. This shift in approach demonstrates Coca-Cola's commitment to exploring new avenues of artist engagement and embracing the dynamic landscape of the music industry.
Interesting twist as Ayra Starr and Rema were Pepsi ambassadors until recently.
I also can’t help but notice Coca-Cola being the headline sponsor of the annual Flytime Fest 2023, a year-end event ritual that Pepsi had long affiliated with.
Lovely to see how well Coca-Cola is pulling all the stops to rival Pepsi’s alliance with the Nigerian music industry. They are leaving no stone unturned to establish themselves as a formidable rival.