The success of Justins album was actually brought up quite frequently. Within the walls of the seminar he and Macklemore and Ryan Lewis became figurehead examples that were often compared when debating the roles of major and independent labels. This is because while we all know that a major label budget can get things done, Macklemore, LLC. is showing that a new kind of success is achievable on a mass scale if dares to think outside the box.
Frank Cooper, Pepsis CMO embodied that outside the box mentality in every way. During his presentation he explained how Pepsi has been using its resources to fund, market, and produce entertainment features in the same way that only a record label or studio normally would have in the past. He explained that doing this allows the Pepsi brand to be part of the culture associated with an artist in an organic way that goes way beyond an endorsement. After hearing all about the details behind how these agreements work, their organic involvement made perfect sense. In short, Pepsi s image is firmly associated with the music they promote because they actually get involved in making it.
Currently the best example of an artist benefiting from Pepsis music partnership power is Beyonce. Their $50 million contract with the singer expands beyond traditional endorsements to include other Beyonce related creative projects like documentaries about her for fans to enjoy. To us, the coolest part of that Pepsi power is that it isn’t reliant on A-list celebrity artists like Beyonce for it to be affective. Cooper explained that in the past he used his own experience from working at labels like Def Jam and Universal Motown to leverage Pepsi in ways that would help new comers and lesser-known artists. A very famous example of this is when they had a hand in marketing and releasing Matt & Kims 2009 single, Daylight.
Beyonce Knowles Pepsi Spot
Matt And Kim
Pepsis success showed us that regardless of what kind of record deal you have, the most important thing is to find innovative ways to get business done. This is because how it is getting done is always changing. With that said, we thought youd benefit from hearing our recording of a panel known as The New Deal. In that panel record label heads, artist managers, and entertainment lawyers got together to hash out some of the varying business structure specifics that make up a modern day record deal. It was truly educational. Check it out.