Divided we spin

Pepsi’s August sugar rush

What?: Pepsi is to “pay tribute to the DJ and DJ culture for contributions to the American musical landscape” during the month of August. The Pepsi DJ Division, an association of the country’s best DJs (Quicksilva, Irie, DJ Pharris, etc.), will spearhead a month-long decks-frenzy to honour the “Unsung Heroes Of Music”.

The New York launch party featured special performances by The Pepsi Division DJs and the artists that inspired them, such as renowned hip-hop heavyweights like Grandmaster Flash and Kid Carpet. Similar events will now unfold across Atlanta, Chicago, Detroit, Los Angeles, Miami, St. Louis, and Washington DC.

“DJs are respected trendsetters who have an undeniable influence on hip- hop culture,” said Frank Cooper, VP of Portfolio Brands at Pepsi-Cola North America. The accompanying site offers up Pepsi Stuff rewards, including the chance to see The Pepsi Division DJs perform alongside Missy Elliot in New York.

So what?: Hip-hop culture is being embraced by brands as they seek to plant roots amongst the urban market. In turn, cooperative business practices come naturally to the pioneers of urban music, as brands feature seamlessly into a culture grounded with in-song product placement. As brands seek to capture the all-important urban youth dollar, giving something back and supporting artists becomes paramount. This is a well executed, niche campaign, aimed at a key demographic However, is it destined to only be a summer romance?

“You can see the buzz this is creating throughout hip-hop fan communities and forums online. The one thing that I see missing is a way for fans to get involved on a deeper level. A promotional tour on this scale is an ideal platform for finding new talent – and adding a competition element to this would triple the hype.”
Callan Harris, Online Marketing Manager, Ministry Of Sound

www.pepsidjdivision.com