Pepsi and Fiona have a unique history that dates back to Billboard and Pepsi’s Summer Beats tribute to Michael Jackson in August 2012, where the singer performed several of Jackson’s iconic songs from the album “Bad” as well as her own hits. Earlier this year, she also happened to open for Beyonce for a few dates on her Pepsi-sponsored Mrs. Carter tour in L.A., the latter of which was more of a coincidence.
Bozoma Saint John, Pepsi’s director of cultural branding, music and entertainment, says it “made sense” to work with Fiona again to do something “that would allow us to share her talent with a greater number of fans. Collaborating with her on a music video that will be shared with fans globally via Pepsi Pulse is the perfect way to do that. When we heard that she was releasing new music, we wanted to cover her process via Pepsi Pulse, which as become an editorial hub for all things happening in music now.”
Where Mountain Dew’s Green Label Sound has provided an actual label-like service for indie and country acts like Holy Ghost, MNDR, Matt & Kim and Brantley Gilbert, brand Pepsi wants to act more as a “conduit for great music experiences for consumers,” Saint John says. “The experiences can be live concerts or through content, music downloads, and more. Artists are always trying to find new and interesting methods to connect with fans in a meaningful way, and get their music out. And playing in this space is a very natural fit for Pepsi, given the brand’s stronghold in the music, entertainment pop-culture space and numerous entertainment partnerships.”
As for Fiona, she’s still determining the next steps of her music career and plans for a third album. In the meantime, she’s been streaming covers of iconic songs by Whitney Houston, Kendrick Lamar, Notorious B.I.G. and others on her SoundCloud page under the banner “Free Love,” and may eventually release them as part of a compilation for her fans. Whatever the outcome, it will be on her own terms, she says. “I’m hoping with my next go-round, there’ll be a positive collaboration,” she says. “Not that it wasn’t before, but now that I’m older and wiser and more experienced in this music game, I’m definitely looking forward to having a lot more creative control.”