Beyonce makes $50 million deal with Pepsi, says it’s a lot more than an endorsement

Beyonce makes $50 million deal with Pepsi, says it's more than an endorsement

Once you think “artist, ” what instantly comes in mind? Georges Seurat, rigorously dabbing paint onto a canvas for just two solid years to make a Sunday Afternoon on the Island of La Grande Jatte?

Or possibly Pepsi?

The New York Times writes that the soda giant has signed an enormous, $50 million deal with Beyoncé, a “hybrid project” that may exceed advertising.

Specifically: The campaign includes “a multimillion-dollar fund to aid the singer’s opted for creative projects. ” So… more documentaries about Beyoncé? Well, maybe – based on the Times, these collaborations could include “live events, videos, ‘a cool photo shoot’ or just about anything else. ”

“Pepsi embraces creativity and realizes that artists evolve, ” Sasha Fierce’s alter ego said in a statement, without doubt thinking about this classic commercial featuring Britney Spears.

“As a businesswoman, this enables me to utilize a life style brand without compromise and without sacrificing my creativity. ” Jessie Eisenberg’s sister absolutely agrees.

Though all of this language about creativity might seem disingenuous, there’s some precedent to PepsiCo acting as a patron for artistic endeavors; because the Times highlights, the business has released free music by indie acts like Matt & Kim through its Mountain Dew-financed label Green Label Sound.

And it’s nothing like art and commerce. So I’m getting excited about what Bey’s big contract really results in – beyond adverts and Pepsi cans emblazoned with her flawless face. Maybe the superstar should see if her husband or her sister have any cool some ideas?