So how does this creative collaboration with Beyonce set the tone for your broader plans for music in 2013?
We recognize that we have this storied history – we didn’t just wake up one morning and say, “Hey let’s get in the music business.” We also realized a good part of it is based on borrowed equity and access. But what we see is because of the massive disruptions that have happened in the music industry over the past 20 to 25 years. There’s an opportunity for Pepsi to play a much deeper role in this new music ecosystem.
We’re looking at true artist collaborations we’re putting together. A good example of that is “Let’s Go” by Calvin Harris and Ne-Yo. We actually briefed them on what we were thinking about and they took it from there and obviously came up with a hit song. It’s sold 1.4 million singles across 40 countries. We were very happy with that connection and I think that’s the tip of the iceberg.
Nicki Minaj we’re continuing with in 2013. Nicki’s international portion of her deal continues next year, and we’re just giving her access and exposure globally as a rising star on the global stage. She’s been an amazing partner for us from the Twitter shows she’s done and communicating with her fans at important moments. And something like the Michael Jackson platform, which was operated in 29 countries, on tour, in stores and we had a remix around that as well. We also have a deep collaboration in “X Factor” and with sports and music. We’re starting to create the contours of that strategy.
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