Pepsi Music Lab
Artist Development · Program Strategy · Artist Relations
Pepsi built its music legacy with icons. We connected it to the next generation.
Partner
Project
Pepsi had decades of credibility in music. The opportunity was to turn that legacy into something useful for the next generation — creating an artist development platform that gave emerging independent talent direct access to mentorship, tools and industry opportunity while giving Pepsi a meaningful role in their growth.
Pepsi Music Lab launched as a 12-artist, multi-genre accelerator, bringing emerging talent to New York for direct mentorship, creative and performance development, and industry access — with continued opportunities extending beyond the three-day program.
My Role
- Co-developed the artist-development strategy and five-pillar program model, translating emerging artists’ career needs into a platform Pepsi could credibly support
- Built the partnership narrative, pitch materials and sales story used to package and sell the program through to Pepsi stakeholders
- Shaped artist and mentor programming and managed talent participation end-to-end, coordinating with artists and managers across travel, lodging, schedules, on-site needs and program execution
Collaborative — across brand, artist and partnership teams.
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