In a land filled with music sharing apps and streaming platforms, there’s always room for just one more. Pepsi has decided to throw their hat into the ring with the introduction of The Sound Drop during MTV Video Music Awards weekend.
The platform—launched in partnership with iHeartMedia, Shazam and MTV—seeks to give emerging artists the opportunity to have a link to their fans beyond their own social media channels, promote their music and share their stories. Swiftly ascending acts Alessia Cara, Jidenna and Lukas Graham are the very first to join the platform. The Sound Drop will then launch a new artist with corresponding content about 10 times a year. After that, said artists will perform at the fall opening of Kola House, a new restaurant in NYC’s Meatpacking district.
According to Emma Quigley, Head of Music for PepsiCo, “The music industry has changed dramatically, making it even more difficult for artists to cut through the clutter. We’ve created an amplification platform that will provide greater visibility for the artists, allow them to share the stories that helped shape them and ultimately, connect fans to the artists in a more meaningful way. Supporting new artists is incredibly important to us, The Sound Drop will be the destination for the next crop of breakthrough artists and the goal is to help create a success story for each.”
Check out the trailer for The Sound Drop here.