Pepsi launches its own Chinese music label – QMusic
10 August 2009 | By Popsop Team
PepsiCo has launched a new music label in China – QMusic. This business initiative is aimed at revealing the new ‘stars’ among Chinese music bands, who will promote and raise popularity of PepsiCo’s soft drinks in the country.
QMusic will begin by representing the new TV ‘reality show’, organized and sponsored by Pepsi – “The battle of the bands”. There will be 10 bands, chosen from 6,000 entrants from 122 Chinese cities. After the 10 rounds, 1 winner will be announced who will sign the contract with Pepsi.
Tony Yapp, a music industry executive, will lead QMusic. He said: “Pepsi will become more than a brand and a sponsor, but as a platform for China’s hottest up-and-coming bands.”
“Pepsi has always been about the voice of the new generation and in China the new generation is shifting from a focus on ‘me’ to ‘we’”, said Harry Hui, CMO of PepsiCo Greater China. – Creating QMusic to help this new talent find their voice was a natural evolution for our business. The Pepsi proposition is simple: we are all about innovation, self-expression and creativity.”
As a part of QMusic project, PepsiCo will continue partnership with A8 Digital Music Holdings (A8), which will promote and monetize the songs through a number of digital platforms, including ringtones.
Popsop.com
Tags: food, Pepsi, PepsiCo, soft drinks
