The Sound Drop by Pepsi created to provide emerging artists with a powerful stage to promote their stories, share their art and connect directly with new and existing fans
Pepsi has unveiled that its The Sound Drop platform is back, with critically acclaimed pop hip-hop maverick Bryce Vine as the latest rising star to join the platform, created to amplify emerging artists in an impactful way.
Bryce Vine, whose latest single “Drew Barrymore” has been steadily climbing the Billboard Pop and Rhythm Charts, joins an all-star roster of artists who were previously featured on The Sound Drop, including Alessia Cara, Bebe Rexha, Khalid, James Arthur, Jidenna, Lukas Graham, Max and Tinashe.
“I am really excited to be a part of The Sound Drop – for a musician, working with Pepsi is unreal,” said Bryce Vine.
“The Sound Drop has featured some amazing artists, like my friend Max who I am touring with this year, so it is really an honour to be joining The Sound Drop family. I cannot wait for everyone to see my episode with the crazy talented Andie Case covering some of my favourite songs. We shot it in LA, which is where I live so that was pretty cool.”
The Sound Drop was created by the beverage brand to provide emerging artists with a powerful stage to promote their stories, share their art and connect directly with new and existing fans through insightful storytelling and the amplification of their music. For decades, it has harnessed the power of music to both connect with generations of fans and elevate rising artists, and The Sound Drop platform has proven successful, jumpstarting the careers of chart-topping artists in new and innovative ways.
“Pepsi has always been a huge supporter of music and The Sound Drop platform allows us to support emerging talent in a visibly impactful way,” said Emma Quigley, Head of Music, PepsiCo.
“Bryce Vine is an incredible talent and connecting him to millions of new fans as our next Sound Drop artist and becoming part of Bryce’s journey is incredibly rewarding. The Sound Drop has proved to be tremendously successful, with the platform generating more than 1.6 billion impressions since launch and the custom content from our previous eight artists garnering over 43 million video views across Facebook and YouTube to date, reinforcing our decision to continue with the platform and to keep providing our artists with unprecedented opportunities.”
In addition to The Sound Drop announcement, the brand is sharing details around its MTV “VMAs” show integration which includes a two-hour red carpet Twitter Live Stream presented by Pepsi and pre-show performances by Bryce Vine, Bazzi and The Backstreet Boys.
The brand is also the presenting partner for the recently-announced remote performance during the “VMAs” starring Nicki Minaj. The performance will take place at an iconic location in Manhattan with Nicki Minaj being the first artist to ever perform at this surprise spot. Tune into the “VMAs” on MTV on Monday, 20 August, at 9pm ET/PT.