40 Under 40: Bozoma Saint John


Cultural Branding Marketer, PepsiCo


At a time when brands are actually premiering major music content (see: Jay Z and Samsung), not just sponsoring concerts, Bozoma Saint John, 36, and Pepsi are helping lead the charge for the industry’s new rules. As music’s second-largest sponsor (with $325.1 million spent on concerts and events in 2012, according to IEG), Pepsi this year has amplified its already massive presence at marquee events like the Super Bowl, the Grammy Awards, South by Southwest, CMA Festival, BET Experience, MLB All-Star Week, MTV’s Video Music Awards and many more, adding monster tours like Beyoncé’s Mrs. Carter World Tour and Hunter Hayes’ fall outing with CMT along the way. Saint John cites ­Pepsi’s dual role as a beverage and an entertainment company as an example of how it’s become the “Voltron” of music. “We’ve pulled together so many different pieces of our business, whether it’s our media investments or digital or our artist relationships, to build one big, magical experience for fans and consumers. That’s what I’m most proud of.”