Pepsi launches new Music Lab platform to create new opportunities for emerging hip-hop talent

Though many of the traditional obstacles of the music industry have been conquered by the internet and the rise of streaming, it’s still a daunting task for a new artist to be heard and navigate the ever-changing landscape. Launching today, the Pepsi Music Lab program - made up of the Pepsi Music Lab Academy and Virtual Summit - aim to give fresh talent the tools and exposure necessary for their careers to take off.

Producer Pi’erre Bourne – known for his work with Playboi Carti, Kanye West, and Lil Uzi Vert – is the Pepsi brand’sprimary collaborator on the Pepsi Music Lab Academy, a three-day intensive for three rising stars with intimate studio sessions led by Pi’erre. Three artists will be chosen for the Pepsi Music Lab Academy and will get to spend time with him in the studio producing an original record. It’ll then be mixed, mastered, and released by Bourne in conjunction with Pepsi.

To apply to the Pepsi Music Lab Academy, artists must submit a song no longer than two-and-a-half minutes containing original music and lyrics, as well as a 60-second video answering the question, “What has been the biggest barrier you have faced or are currently facing in trying to make it in the music industry?” Contenders also cannot have an existing record deal or publishing contract. Submissions are due by January 16, 2022.

“I’m proud to have the chance to work with a brand like Pepsi that sees the value of giving the future generation a shot at growing and learning,” Bourne said in a statement. “I can’t wait to see all the amazing music submitted on PepsiMusicLab.com and I’m even more excited to see what tracks we can create together over the course of this program.”

Throughout his career, Bourne has consistently championed up-and-coming artists through his label Sosshouse Records, working with fresh rappers like Sharc, Frazier Trill, and Chavo. His oft-imitated sound has been one of the bedrocks of modern rap.

The Pepsi Music Lab is set to be an annual platform and, in addition to the song contest, Pepsi will host the Music Lab Virtual Summit in February, an informational session for aspiring hip-hop artists to learn about building a fanbase, gaining exposure, and finding the right representation in the industry.

“As a brand with a deep heritage in music, we have a unique opportunity to use our resources and scale to make an impact on the next generation of hip-hop superstars,” said the company’s Vice President of Marketing, Todd Kaplan. “Pepsi Music Lab is a transformational opportunity for artists around the country, especially since they’ll be given the opportunity to partner with award-winning producer Pi’erre Bourne and learn from his extensive knowledge and skills.”

Pepsi has a lengthy history of collaborating with musicians, including Beyoncé, Britney Spears, and Mariah Carey. The company is also working with rising acts in the Michigan music scene through its Full of Detroit Soul program, providing them with studio time and professional mentorship.

Disclaimer: The FADER’s agency team worked with Pepsi on this project.