Beyonce has signed onto a multi-million dollar collaboration deal with Pepsi.
The deal that will span several years is not a mere spokesperson gig that will see the singer featured in a few Pepsi commercials and other advertisements, but also includes Pepsi's support of a multimillion-dollar fund for creative projects of Beyonce's choosing, according to the New York Times, which first reported the agreement.
Beyonce has stated that she is constantly developing herself as an entrepreneur, having established her own media company, Parkwood Entertainment, in 2008.
“Pepsi embraces creativity and understands that artists evolve,” she said in a statement.
“As a businesswoman, this allows me to work with a lifestyle brand with no compromise and without sacrificing my creativity.”
Pepsi has released the first promo shot of Beyonce for their campaign, featuring the star kissing at the screen, dressed in a body suit with blue jacket and heels, while pushing a shopping cart full of Pepsi products.
The company will also release limited edition cans that feature the singer's face. According to the New York Times, the limited edition cans will be seen first in Europe in March 2013.
In addition, Pepsi will also air a commercial featuring Beyonce following her performance at the Super Bowl XLVIII halftime show.
The commercial first surfaced in late October, depicting a theme inspired by the opera, "Carmen." It will be Beyonce's fifth Pepsi commercial.
While Lee Anne Callahan-Longo, general manager of Parkwood Entertainment, says that a lot of the collaboration remains in the "brainstorm stage," Pepsi seems confident that the deal will be a lucrative one.
“Consumers are seeking a much greater authenticity in marketing from the brands they love,” said Brad Jakeman, president of PepsiCo’s global beverage group.
“It’s caused a shift in the way we think about deals with artists, from a transactional deal to a mutually beneficial collaboration.”
