Ms. Dynamite has struck an agreement with Pepsi to spearhead a campaign to develop new music talent.
Ms. Dynamite has struck an agreement with Pepsi to spearhead a campaign to develop new music talent, Billboard Bulletin reports. She takes over from pop singer Gareth Gates as the face of Pepsi in the U.K. The beverage maker will sponsor an April 26 performance by Dynamite (real name: Niomi McLean-Daley) at London's Brixton Academy and another during the next year.
A spokesman for her record company, Polydor, declined to confirm terms of the deal, reported to be worth $1.55 million. Pepsi last year signed an agreement with Destiny's Child's Beyonce Knowles for the U.S.
In other news, Pepsi has partnered with the WB TV network for the music series "Pepsi Smash," which will premiere later this year. Pepsi will be the chief sponsor of the hourlong weekly program, which will mix a countdown show with live performances from hit artists.
Meanwhile, the WB has abandoned plans for a U.S. version of the popular U.K. show "Top of the Pops," according to a network spokesman. The WB filmed a pilot of the program last year.