Global beverage giant Pepsi collaborates with entertainment powerhouse Empire to establish a groundbreaking music academy in Nigeria to nurture emerging talents and foster industry growth.
In a significant stride towards empowering the Nigerian music industry, Pepsi, the multinational beverage giant, has partnered with global entertainment powerhouse Empire to unveil the Pepsi Music Academy Naija (PMA).
This commendable initiative is poised to provide aspiring music enthusiasts a platform to ascend to mainstream success.
According to Segun Ogunleye, the General Manager of Marketing-Beverage at Seven-Up Bottling Company, the Pepsi Music Academy is meticulously designed to discover, incubate, and support talents across various facets of the music industry.
Ogunleye stated, “PMA is here to empower the entire music ecosystem in Nigeria. The launch was to bolster the development of the music industry in Nigeria.”
The academy will initially focus on music artistry, offering participants intense industry education from a carefully selected faculty of music business leaders who have significantly contributed to the global growth of Afrobeats and the Nigerian music ecosystem.
Notably, Pepsi has chosen to partner with Empire Music, a move that mirrors the success of the inaugural Pepsi Music Lab™ in Brooklyn, New York.
Three finalists from the Pepsi Music Academy Naija will be rewarded with brand new SUVs, a two-year living allowance, the opportunity to become Pepsi influencers, music production by Grammy-winning producers such as Sarz, Masterkraft, Blaisebeatz, and P. Priime, sponsored music video production, and a two-year developmental recording deal with Empire.
The choice of Masterkraft, Sarz, and P. Priime as collaborators is particularly noteworthy.
Masterkraft, a seasoned maestro, and Sarz, a virtuoso on the dashboard, have played pivotal roles in shaping the Nigerian music landscape. P. Priime, an alumnus of The Sarz Academy, represents the emergence of a new wave of prodigious talents, embodying youthful vigour and innovation.
Pepsi’s venture into the Nigerian entertainment scene has been nothing short of spectacular.
Beyond quenching the thirst of millions of Nigerians, the brand has been a catalyst for the nation’s passion for music.
Pepsi has consistently demonstrated its commitment to the music industry through sponsorships of major music events like Turn Up Friday, Rhythm Unplugged, Flytime Music Festival, One Africa Music Fest, block parties, and individual concerts of Afrobeats stars.
With an ambassadorial lineup that includes some of the biggest names in Afrobeats, such as Wizkid, DJ Cuppy, Burna Boy, Davido, and Tiwa Savage, Pepsi has played a pivotal role in elevating Afrobeats to the global stage.
Burna Boy’s electrifying performance at the UEFA Champions League final in June was a testament to Pepsi’s influence, showcased through the Pepsi kickoff show.
The Pepsi Music Academy Naija marks a significant milestone in the brand’s commitment to the Nigerian music industry, promising to be a catalyst for discovering and nurturing the next generation of musical talents.
As the academy unfolds, it is poised to contribute to the continued growth and global recognition of the vibrant Nigerian music scene.
This article was created using automation technology and was thoroughly edited and fact-checked by one of our editorial staff members