Pepsi and EMPIRE Unveil Groundbreaking Pepsi Music Academy for Emerging Afrobeats Talents

In a landmark development for the Nigerian music industry, Pepsi, a leading cola brand, and global music industry giant EMPIRE have joined forces to introduce the Pepsi Music Academy. This groundbreaking platform unveiled on a significant date, aims to discover, train, and showcase aspiring talents, ushering in a new era for young musicians in Nigeria.

The collaboration between Pepsi and EMPIRE signifies a strategic move to contribute to the global success of Afrobeats, leveraging their two-decade-long involvement in the industry. The Pepsi Music Academy is positioned as a credible avenue for turning dreams into reality, offering a comprehensive program to nurture and propel emerging artists to stardom.

Pepsi Nigeria has been a stalwart supporter of Afrobeats, evidenced by its sponsorship of the highly anticipated end-of-the-year concert, Pepsi Rhythm Unplugged, since 2004. The brand has consistently played a pivotal role in promoting contemporary pop culture and supporting Afrobeats, hosting some of the biggest names in the music industry.

The new initiative reinforces Pepsi’s commitment to providing unforgettable music experiences, with a portfolio that includes events like Cardi B live in Lagos, Stacked December concerts, and Block parties in Lagos and Abuja.

Pepsi’s historical involvement in elevating artists is highlighted by its ambassadorship of Wizkid and Tiwa Savage in 2012 when they were emerging talents. The brand’s roster has since expanded to include renowned names such as Lynxx, Seyi Shay, Tekno, Davido, Teni, Burna Boy, Rema, and Ayra Starr.

The Pepsi Music Academy is not just a pathway to stardom for singers but also serves as an incubation hub for emerging talents in non-singing roles such as A&R, legal, public relations, marketing, and sound engineering.

Participants in the academy will undergo an intensive program facilitated by an elite faculty, including seasoned producers such as Masterkraft, Sarz, Blaisebeatz, and P.Prime—globally recognized for their contributions to the dominance of Afrobeats.

Thembil Mpungose-Niklas, Director of Brand Partnerships and Synch Licensing at EMPIRE, expressed the academy’s commitment to developing young music talents and providing the necessary resources for growth.

The top three participants in the Pepsi Music Academy will receive enticing rewards, including brand new SUVs, a living allowance for two years, the opportunity to be a Pepsi Influencer, music production by award-winning producers, a music video production, and a two-year developmental recording deal with EMPIRE.

Aspiring talents interested in joining the Pepsi Music Academy can visit the PMA website at https://pepsimusicacademy.ng/ to submit their entries. The launch of this transformative academy underscores its pivotal role in securing Afrobeats’ future as a global music force, providing emerging artists with a significant stepping stone toward realizing their dreams.