Pepsi Max releases album to celebrate 'international sights and sounds' of football
Pepsi is to release a new visual album, Beats of the Beautiful Game, which unites musicians and directors in the latest part of its integrated Pepsi Max football campaign.
The collection of 11 songs and companion short films includes a mix of rising and celebrated musical artists from around the world such as Kelly Rowland and Rita Ora, and directors including Idris Elba and Diego Luna.
Each week, Pepsi Max will première songs off the album as singles on the iTunes store, with accompanying film tracks free to view the same day on www.pepsi.com/thegame, as well as the artists’ YouTube and Vevo channels.
“This visual album is a celebration of different artistic talents and intertwines two art forms that up until now existed mostly in service of one another,” said Frank Cooper III, chief marketing officer, global consumer engagement, PepsiCo Global Beverages Group.
“With Pepsi Beats of the Beautiful Game, we are finally elevating these art forms to an equal plane and showcasing them on a global level. The ‘beats’ are both musical and visual snapshots that speak to the spirit of football culture, where songs serve as inspiration for the films – and the films allow for greater interpretation of the songs.”
Pepsi Max has also partnered with Cine Favela, a cultural non-profit organisation that provides film education and tools for young, new directors, to bring to life Pearls Negras’ track “Guerreira”.
The album, which is released on 9 June and distributed by Caroline, follows the announcement of Pepsi’s “Now Is What You Make It” global commercial and interactive film, as well as a creative art collection “The Art of Football”.